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Key Insights:
Challenge:
- Overcrowding in the city center strained local resources
- International perception of the city focused on indulgence
- A need for promoting responsible tourism that aligned with sustainability goals
Results at Glance:
Solution:
Epsilon partnered with Azira to deliver marketing intelligence solutions for amsterdam&partners:
- Targeted Audience Segmentation: Two main groups—European City Creatives and Socializers—were identified across key inbound markets, with a multichannel approach for effective reach.
- Location Measurement & Analysis: Real-time data monitored visitor engagement at ten attractions, helping assess campaign impact and guide future tourism strategies.
Situation:
Epsilon, a global advertising and marketing organization, was looking to address challenges in the city of Amsterdam for its client, amsterdam&partners, the official destination organization for the city’s visitor market. The goal was to position Amsterdam as a destination beyond its traditional visitors draws and to promote less-frequented attractions in the surrounding areas. This would help alleviate the visitor influx in its overburdened city center and encourage visitors to experience the city through the eyes of a local.
Challenge:
Historically, the city of Amsterdam has faced a significant challenge with its image. With its renowned liberal policies, many visitors have viewed it as a city where “anything goes.” This perception has not only strained local resources but also impacted local residents and the city’s overall reputation.
Key challenges included:
Overtourism:
The city center, especially the Red Light District, was overrun with visitors, affecting the quality of life for local residents.
One-Dimensional Image:
Amsterdam was perceived internationally as a destination for indulgent and sometimes inappropriate behavior, overshadowing its rich cultural and historical offerings.
Sustainable Tourism:
The necessity to promote tourism that aligns with the city’s sustainability goals and highlights lesser-known attractions, balancing visitor distribution.
Solution:
Epsilon partnered with Azira, a global consumer insights platform, to deliver marketing intelligence solutions for amsterdam&partners. By leveraging a data-driven approach, Epsilon wanted to create an impactful campaign highlighting some of the city’s lesser known tourist attractions.
They devised a strategic digital marketing campaign called “Renew Your View” which ran from November 2023 to March 2024. The campaign featured creative content showcasing real Amsterdam locals offering fresh perspectives on the city. The objective was to inspire and provoke thought in the target audiences, ultimately changing visitors’ perceptions of Amsterdam.
Utilizing its CORE ID platform, along with Azira’s online and offline attribution technology, Epsilon identified and targeted specific audience segments within key inbound markets in Belgium, Germany, France, UK, Spain, and Italy. Tactics included:
- Targeted Audience Segmentation: Epsilon developed two primary target audiences for the campaign:
-
European City Creatives:
Younger, arts and entertainment-focused individuals who are frequent city break travelers.
-
Socializers:
Older, family-oriented individuals with a propensity for long-haul travel and frequent city breaks.
- Multichannel Approach: Epsilon executed the campaign through a mix of direct private marketplace (PMP) deals and open exchange inventory, ensuring broad and effective reach across the identified markets.
- Location Measurement Analysis: Implementing Azira’s online and offline attribution technology enabled real-time campaign impact analytics, most notably in terms of driving visitation to ten specific tourist attractions across Amsterdam.
With Azira’s location measurement results, along with point-of-interest (POI) data on the ten tourist attractions, Epsilon and amsterdam&partners gained an understanding of how many visitors exposed to the campaign actually visited the less-frequented attractions. This data allowed them to identify which areas continue to attract visitors, assess the impact of their campaign, and guide the selection of areas to feature in future campaigns.
Results:
Through their partnership with Azira, the campaign effectively reached and engaged its target audience, driving significant visitation to Amsterdam’s various tourist attractions. By increasing interest in exploring areas beyond traditional tourist hotspots, the campaign contributed to a more balanced distribution of visitors across the city. Additionally, it played a crucial role in reshaping Amsterdam’s image and aligning with the city’s long-term goals of being a liveable, attractive, and sustainable destination for visitors and locals alike:
- The campaign generated over 18 million impressions across a four-month period, effectively reaching highly-qualified target audiences.
- Over 150,000 visitors were generated across the ten featured tourist attractions, with more than 57,000 of those being unique visits, providing valuable information on visitor behavior and preferences.
- Location insights revealed visitor origins and areas attracting more attention. Key locations like the Westerkerk Area, 9 Straatjes, and Centraal Station emerged as focal points, providing valuable insights for the city to better map out future support and strategic efforts.
- Visitor demographics from targeted regions revealed important trends, including a notable presence of British, Belgian, and German visitors. This information will assist the city in tailoring outreach and resources to effectively meet the needs of these audiences in future planning.
Epsilon and amsterdam&partners will continue to leverage Azira’s online and offline attribution metrics in their marketing campaigns, and continue to refine target audiences and create personalized content to improve visitor engagement and diversify their visitor base.
