HomeNewsFlowery bikes, eco-living and variety: Amsterdam paints a brand new imaginative and...

    Flowery bikes, eco-living and variety: Amsterdam paints a brand new imaginative and prescient of town for vacationers

    Amsterdam is softening its ‘keep away’ messaging – but it surely nonetheless desires to discourage rowdy guests.


    Amsterdam has desperately been attempting to shake off its ‘get together capital’ picture – with restricted success.

    After its 2023 marketing campaign urging drunken British vacationers to ‘keep away’ failed, town is trialling a softer strategy.

    Hoping to draw “a distinct kind of customer”, in response to a press launch from the native authority, the brand new ‘Renew Your View’ marketing campaign encourages vacationers to see town by means of a neighborhood’s eyes.

    Taking intention at those that “search sensation and vulgar leisure” on the metropolis’s Crimson Mild District and ‘espresso outlets’, it promotes a distinct aspect of the metropolis, free from transgressive behaviour and rowdy bachelor events.

    The marketing campaign will begin early subsequent 12 months and run till the tip of 2025.

    Get to know actual Amsterdammers

    Portray town as a spot for “concepts, initiatives and inspiration”, Amsterdam’s ‘Renew Your View’ marketing campaign options flower bikes, LGBTQ+ tradition and inexperienced dwelling.

    It emphasises town’s variety of individuals and viewpoints, saying “Amsterdam makes you see… how one can be simply you, whereas giving room to others too.”

    But when being you means chugging 10 beers, getting excessive out of your thoughts and trawling the Crimson Mild District, you’re nonetheless not welcome.

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    Keep Away marketing campaign expanded to different European nations

    Amsterdam’s headline-grabbing Keep Away marketing campaign initially took intention at younger British males when it was launched in March this 12 months.

    Town is carrying the message into 2024 – and increasing it to males aged 18 to 35 from EU nations in addition to the Netherlands.

    Since its launch, the marketing campaign has been coupled with measures to curb nuisance behaviour within the metropolis centre. These embody a weed smoking ban and early closing of eating places and meals distributors within the Crimson Mild District – guidelines the native authority intends to clarify in its ongoing messaging.

    It additionally warns {that a} messy weekend within the metropolis might land you with a superb and a felony file.

    To date it has not considerably discouraged vacationers but it surely has considerably modified the picture of the metropolis and made guests extra conscious of the foundations, Mayor Femke Halsema stated in a letter to town council.



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