Be the mayor of the most compact metropolis of the world
Amsterdam RAI Convention Centre launched a new international marketing campaign during IMEX Frankfurt on Tuesday 20 May. Aimed specifically at organisers of international exhibitions, congresses and other events, it explains how they can become ‘mayor of Amsterdam’ for a few days.
From left to right: Mr. Holland, Mrs Itzel Valerio Placencia from Mexico and Maurits van der Sluis, Execuitve Vice President at Amsterdam RAI during IMEX 2014
The campaign was unveiled with the following statement to potential organisers of events at Amsterdam RAI: ‘A vibrant city centre, great connections, superb hotels – you name it and Amsterdam has it. What also makes the city so remarkable is its human scale. You can still meet people on the street that you met the other day, which is why Amsterdam is called the world’s most compact metropolis. And you can become its mayor! In Amsterdam your event will be highly visible and make a lasting impression on your visitors. You will be the talk of the town and the people of Amsterdam embrace their new citizens. Your event has impact.’
“At Amsterdam RAI, we love to make organisers part of our city,” explains Maurits van der Sluis, Executive Vice President at Amsterdam RAI. “We help them to achieve their goals and create a meaningful experience. This campaign is designed to inspire international organisers with the unique event possibilities of the RAI and the city of Amsterdam, and welcome them as a mayor. Using our new augmented reality experience organisers can see virtually, what we can offer them and are invited to share with us what is important for their event.”
In addition, the website www.rai.nl/mayor will offer organisers insights into the various possibilities through the interactive mayor’s chain. Each link represents a key element of what the RAI offers to help organisers make their event successful: the Netherlands, Amsterdam, accessibility, knowledge & network, ROI, a flexible configuration, services, meaningful experience, innovation and sustainability.
The power of connection
Connecting context, content and communities to create added value. Amsterdam RAI believes in the power of connecting: the power of events. In line with this philosophy, Amsterdam RAI developed the marketing campaign in partnership with creative agency Lemon Scented Tea and production company Minibar.
