Case study: Amsterdam Airport City

Amsterdam Schiphol Airport is located in the municipality of Haarlemmermeer, with over 30 towns and villages comprising the municipality. How could this be leveraged to attract additional Foreign Direct Investment (FDI) to the region, as well as provide a location for their employees to live and work?

Location

Netherlands

Sector

Place branding

Service

Positioning strategy

The brief

The municipality of Haarlemmermeer asked UP to develop a positioning that would leverage their location near Amsterdam Schiphol Airport to better attract Foreign Direct Investment (FDI). The positioning also needed to showcase the region as an ideal location for employees to live and work.

The process

UP used the BASE-UP (Brief - Audit - Strategy - Execution - Follow-UP) process to craft the positioning, and to develop the proof-points for staking the claim. The municipality is home to Amsterdam Schiphol Airport, has a very close proximity to Amsterdam, includes a major corporate business park in Hoofddorp, and has many charming towns and villages in which to live. How do you wrap all of that up into a single core positioning to further strengthen the development of the area?

The work

UP created the positioning and messaging platform based on the idea:

Amsterdam Airport City - Where Business Lives

Ideally located in the Amsterdam Metropolitan Area, Amsterdam Airport City is the international face of the municipality of Haarlemmermeer. We are home to cutting-edge business parks with greenfield and brownfield opportunities. Featuring global connections, access to international talent and an excellent quality of life, Amsterdam Airport City gives your business the space to grow.