Amsterdam

Question 1

Why did Amsterdam need rebranding?

Answer 1

-its reputation had been declining in the late 20th century
-greater competition from other cities
-social and economic decline
-cities reputation for being liberal (soft drugs & prostitution)
-failed bid to host olympics

Question 2

What slogan did Amsterdam put in place to promote the city?

Answer 2

‘I amsterdam’
Placed on city’s rijksmuseum in 2005
Now the cities most photographed item (over 8000 a day)

Question 3

Was amsterdams rebranding successful?

Answer 3

Yes
It is now one of europes top 5 cities based on brand strength & cultural assets