Highlight report

4

Field research

What media do you use the most?

Why would you choose for a city trip instead of another vacation?

What is the budget

Why Amsterdam

Analysis field research

Target group uses the media: Television & Internet the mostReasons to go on a city trip are divided, but mosly the cultural diversity is the main reason.Budget: 100- 250 euro averageCanal boat trip and musea are popular

StrategyDual positioning: “connect the benefits of a product or service to the lifestyle”Proposition : “Amsterdam is a clean, sustainable and safe city with a friendly atmosphere where people can walk around and explore the cultural diversity.”Storytelling: Use this as a sort of co-creative processTone of voice: Formal, friendly, experiencing

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