Copenhagen has a new brand
Copenhagen has become a brand, just like Amsterdam a couple of years ago.
Here’s what they say:
The competition between Europe’s major cities has intensified and it is time to gather forces in a single, unified effort on behalf of Copenhagen. A new brand must attract investment, manpower and tourists.
The Danish capital’s competitors are heightening their efforts and investing in branding and development of their cities, e.g. “I AMsterdam” and Stockholm’s “Capital of Scandinavia”. Denmark’s capital has not focused on marketing itself under a common slogan, which has caused difficulties in getting its message across. But now Copenhagen is taking on the competition and launching a unified brand for the capital city.
The aim is to gather all of the city’s voices into a single, shared vision, a single logo and some precise messages that express Copenhagen’s most important qualities and values.
Copenhagen is known around the world for its openness and accessibility. Copenhagen’s new brand, “cOPENhagen – open for you”, expresses a vision of being the most open capital city in the world.
source: www.opencopenhagen.com
So Copenhagen is open and Amsterdam is what I am.
Why ‘I amsterdam’?
I amsterdam is the motto that creates the brand for the city and people of Amsterdam. In saying or expressing I amsterdam, we demonstrate a clear choice for the city of Amsterdam. I amsterdam shows our pride, our confidence and our dedication. I amsterdam is our personal endorsement for our city. Using I amsterdam, we can show clearly and proudly all the many benefits, opportunities and dimensions of excellence that make Amsterdam our city of choice.
After preliminary research indicated that the motto was an eye-catching and inspiring theme adhering to Amsterdam’s strengths, ’I amsterdam’ was selected to be launched in Amsterdam in 2005 and the Region and will be panned out globally over the coming years. The concept was devised by advertising agency KesselsKramer and has been registered as a trademark.
source: www.iamsterdam.com
Will it help the cities to get more tourists? Both brands are pretty flexible, but why does a city need to be a brand?