Amsterdam - Rebranding

Question 1

Why was Amsterdam’s reputation as a major international cultural centre threatened in the late 20th century

Answer 1

*Greater competition from other cities both within and outside the Netherlands
*Social and economic decline in some areas
*The city’s reputation for being liberal towards soft drugs and prostitution which was seen as inappropriate for attracting new investors and enterprises
*A failed bid to host the Olympics

Question 2

What was the slogan created to help rebrand Amsterdam

Answer 2

‘I Amsterdam’
(most successful strategy) clear, short, powerful, memorable

Question 3

Where were the ‘I Amsterdam letters positioned’

Answer 3

In front of the cities famous Rijksmuseum in 2005

Question 4

How many times a day is the ‘I Amsterdam’ sculpture photographed on sunny days?
What is the significance?

Answer 4

*Over 8,000 times a day
*It is the city’s most photographed item

Question 5

Why was the ‘I Amsterdam’ sculpture successful

Answer 5

*The use of smartphones has seen the image spread all over the world
*Amsterdam has become one of the most successful destination brands on social media

Question 6

Impacts of Amsterdam’s rebranding

Answer 6

*Amsterdam has experienced increased tourism
*Amsterdam is now one of the top 5 European cities based on its brand strength and cultural assets