Amsterdam Museum launches 'This City is a Museum' campaign

Amsterdam Museum launches corporate campaign in September and October 2024 This city is a museum. With the campaign, the Amsterdam city museum puts the entire city on a pedestal and pays tribute to Amsterdam, which will celebrate its 750th anniversary from 27 October.

All of Amsterdam has museum value

"With our campaign This city is a museum the Amsterdam Museum invites the public to look at Amsterdam with different eyes. Our message is that everything the city produces can have museum value and can be found at the Amsterdam Museum. As a museum, we manage a collection of over 100,000 objects from around eight centuries of Amsterdam history. You can come to us for 17th-century group portraits and the wedding rings of the world's first same-sex couple in 2001. For historical heritage as well as art by contemporary makers. In short - we offer a dynamic programme in which everyone who loves Amsterdam can find something special. Moreover, with the campaign we also pay tribute to the city on the occasion of its 750th anniversary on 27 October 2025″, says Maurice Seleky, head of communications and marketing at the Amsterdam Museum.

Visible throughout Amsterdam

The museum campaign consists of extensive out-of-home, ads for print, digital and social, PR, merchandise and a new brand video. In September and October 2024, the campaign can be seen at some 900 locations in Amsterdam. Besides the main message 'This city is a museum... and you can find it here', the posters also feature statements about Amsterdam such as 'This city writes history... and you can find it here' and 'This city makes art... and you can find it here'.

The campaign posters emphasise typography and copy with the image being a large QR code that allows the audience to land on a special campaign page. Here, visitors get to know the Amsterdam Museum in an approachable way. The campaign is executed in Dutch and English.

Seleky: "In the brand video, we showcase special objects from the Amsterdam Museum's collection. We developed the campaign in-house with our communications and marketing team in collaboration with art director Isabelle Vaverka. She and designer Hamid Sallali developed the visual identity with which the Amsterdam Museum won a Red Dot Design Prize in 2023 and was nominated for a European Design Award in 2024."

About the Amsterdam Museum

The Amsterdam Museum, Amsterdam's official city museum, was founded in 1926. The museum manages the collection of the city of Amsterdam, consisting of more than 100,000 objects. The museum's main location, the monumental Civic Orphanage on Kalverstraat in the historic city centre, is currently being renovated so that the Amsterdam Museum can continue to fully perform its museum duties in the future.

Until 2028, the Amsterdam Museum finds its temporary home at Amstel 51, where it displays its masterpieces and organises exhibitions and events. In addition, the city museum organises exhibitions and events at Huis Willet-Holthuysen and at various partners throughout the city.