Amsterdam Rebranding ✅

what was the motto?

‘I Am-sterdam’

what did the motto promote?

rebranding + promotion of the city

in the 20th century, why was Amsterdam’s reputation as a major international cultural centre threatened?

competition from other cities in + outside the Netherlands

the city was liberal towards prostitution and soft drugs which was inappropriate for attracting new investors

how has the slogan been the most successful rebranding strategy?

photographed 8,000 times a day + creates a strong, memorable identity that resonates with visitors and locals

what were the issues with the rebranding?

'too successful- before COVID-19 in 2020, tourist numbers were supposed to rise over 20 million per year