1. Citymarketing Amsterdam Metropolitan Area Nico Mulder,
Marketing Manager April 18, Barcelona 2. What are our goals? Top 5
Europe An international city for business An appealing city to live
in A unique city for tourists An excellent city for congresses 3.
What are our goals? Top 5 Europe An international city for business
An appealing city to live in A unique city for tourists An
excellent city for congresses 4. What is our strategy?
Public-private Product improvements Empowering the image Brand: I
amsterdam Icons Core values 5. What are our core values? Innovative
Trendsetting and innovative Creativity Original and surprising
Entrepreneurship Active and initiative 6. Decision makers
International enterprises Leisure and business visitors Inhabitants
Amsterdam metropolitan area Target audience 7. Statistics Average
age visitors: 36 y/o Average spending: 159 euro p/d 40% of total
international visitors < 30 y/o 8 8. Brand management Consumer
Marketing Business-to-Business Marketing Press & Media
Publishing Digital Media Visitor centres Research Relations and
Sales Welcome Team What is in-house? 9. Advisory boards 10
Restaurants MAC Taskforce congresses Hotels Tourism Culture Shops
AM 10. Revenue (in millions) City of Amsterdam 4,2 Special Projects
3,3 Partners 2,4 Consumer 2,2 rest 0,6 11 11. Spending (in
millions) Staff 5,9 Rent 0,8 Marketing 4,5 Networkevents 0,1 Office
1,4 12 12. Connect Strenghten Choose 13 13. Owned media and
products 14 14. 15 15. 16 16. 17 17. 18 I amsterdam online in
numbers AM Corporate 150K downloads 500 users p.d. 3 channels 85K
followers 2 channels 650K fans 3 websites 11 milion sessions 18. 19
Making our web presence future proof 19. 20 All audiences > one
websitelocal visiting (5) business uit in amsterdam media centre
(2) am (2) trade expatcenter meetings study work corporate 20. 21
Site and social statistics Site: 60% < 34 y/o Facebook: 65% <
34 y/o 21. Offline 22. 2013 Reactive & proactive In Amsterdam
and target countries Different messages For different target
audience Media 23. I amsterdam Visitor Centres 1,3 million visitors
Customer satisfaction: 9,2 > 650.000 products sold 24. I
amsterdam City Card Free entrance to over 40 museums Free public
transport in Amsterdam Free Canal Cruise Free Giveaways (snacks
& gifts) Free City Map 25% discount at concerts, attractions
& restaurants 26 25. I amsterdam Welcome Team 27 40 volunteers
(locals) Information about sights, public transport and many other
topics 150.000 visitors serviced 26. Consumer marketing campaigns
28 27. Festival Magazine 150.000 ex. (o.a. Uitkrant, A-mag) 28.
Online 29. Outdoor 3.000 vlakken (abri, A0 in NL) 30. 34 New Land
Flowers of Amsterdam AmsterdamHaarlem 31. 35 32. 36 33. 37 Circ.
40.000, reach 120.000 Mini-mags 34. 38 35. 39 36. 40 37. 41 38. 42
39. 43 40. 44 41. Results 45 42. 46 43. 47 44. Results 48 45.
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