{"id":87487,"date":"2026-05-20T16:40:11","date_gmt":"2026-05-20T16:40:11","guid":{"rendered":"https:\/\/www.europesays.com\/dk\/87487\/"},"modified":"2026-05-20T16:40:11","modified_gmt":"2026-05-20T16:40:11","slug":"ask-an-amsterdam-local-theyll-send-you-to-the-stedelijk-art-museum","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/dk\/87487\/","title":{"rendered":"Ask an Amsterdam local. They\u2019ll send you to the Stedelijk art museum"},"content":{"rendered":"

Amsterdam, 20th May \u2013 Amsterdam has a high concentration of museums and cultural attractions. International tourists and Dutch day-trippers visiting the city have plenty of choice, but limited time and increasingly tighter budgets. So how do you make sure that, among all those options, no visitor leaves Amsterdam without experiencing world-class modern art?<\/p>\n

A TRUE MUST-SEE<\/p>\n

Amidst the noise of endless possibilities, the Stedelijk<\/a> has been the modern art museum in the Netherlands for 130 years, with a leading international reputation to match. In its newest campaign, developed together with Amsterdam agency KesselsKramer<\/a>, the museum confidently claims that position while staying true to its Amsterdam roots. Because for Amsterdammers*, the Stedelijk is their Stedelijk \u2014 and for generations, the place to experience modern art that changes the way you see the world.\u00a0<\/p>\n

\u201cWhen you\u2019re visiting a city, there\u2019s nothing more valuable than a recommendation from a local,\u201d says Gijs van den Berg<\/a>, Creative Director at KesselsKramer. \u201cWe translated that insight directly into a campaign that helps people make a choice at the moment it matters most.\u201d By combining the campaign claim with handwritten advice \u2014 symbolising a local Amsterdammer sharing tips for the best places in their city \u2014 the campaign becomes a personal recommendation for a place you simply shouldn\u2019t miss. The visual identity is direct, quirky and unmistakably Amsterdam.<\/p>\n

\u201cWe\u2019re responding to the need both Dutch day-trippers and international visitors have for confidence in their choices,\u201d says Darija Kalkan<\/a>, head of Marketing Communications at the Stedelijk. \u201cBy combining local recommendations with visibility at key decision-making moments throughout the city, we\u2019re not only guiding people to the museum, we\u2019re also encouraging them to actually visit it.\u201d<\/p>\n

DIRECTIONS THROUGH THE CITY<\/p>\n

The concept goes hand in hand with the media strategy: the message, presented as personal recommendations, changes depending on the location in which it appears, turning each execution into an actual set of directions.<\/p>\n

The campaign appears wherever visitors arrive and make choices: from Schiphol Airport arrivals and train stations, to the streets leading toward the museum, online, in hotels and hospitality venues. Everywhere, the campaign helps guide visitors through Amsterdam towards its destination.<\/p>\n

In addition to location-specific out-of-home advertising, the campaign includes digital ads targeting international visitors and day-trippers. Through guerrilla marketing, such as beer coasters in local caf\u00e9s, the message also appears in popular hospitality venues across the city.<\/p>\n

The campaign was developed by KesselsKramer in collaboration with the team at the Stedelijk Museum Amsterdam and runs across Amsterdam and online.<\/p>\n

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