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Amsterdam-Noord is the local government for the north part of Amsterdam. A wide-ranging concept was needed to promote this quarter of the city. Former shipyards and large scale industrial developments had given a negative association to the area. A public relations campaign was launched to promote the positive aspects of the largest area of Amsterdam. This would range from websites to magazines, and should include content from the local people in the area. 1 > Initiate Make a promotion campaign for the nothern part of Amsterdam which can show people the possibilities of the area so that it will change the negative image of the area. 2 > Research When you have a negative image, focus on the positive instead of the negative points. Provide freedom to approach it in a different way, show your strenght. 3 > Concept The concept is all about space, the one thing Noord has plenty of. Space . . . for freedom, other solutions, ways of thinking, exploration etc. 4 > Explore Amsterdam-Noord is Amsterdam, don't deny it, but show different possibilities, show the space. The campaign is not about what the government could do but what they already have done. 5 > Finalize Make landmarks, the 'Eiffeltower' is not build as a landmark, it became one afterwards. Give something to the people, not an object but the freedom to make it. 6 > Production The promotion campaign started on the ferry between the centre of Amsterdam and the North. All necessary items for a campaign are developed and it is still going on. |
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