Rebranding - Amsterdam

Question 1

Why was Amsterdam’s reputation threatened?

Answer 1

• Greater competition from other cities.
• Social + economic decline in some areas
• Reputation for allowing soft drugs + prositution was seen as inappropriate by investors.
• Failed bid to host Olympics.

Question 2

How did Amsterdam overcome the threats against it’s reputation?

Answer 2

‘I Amsterdam’ slogan:

• Clear, short, powerful
• Large 3D sculpture put in front of famous museum - photographed by tourists + put on social media.
• Resulted in increased tourism + is now one of the top 5 European cities.