1. Highlight report 4

2. Field research • What media do you use the most? • Why would you choose for a city trip instead of another vacation? • What is the budget • Why Amsterdam

3. Analysis field research • Target group uses the media: Television & Internet the most • Reasons to go on a city trip are divided, but mosly the cultural diversity is the main reason. • Budget: 100- 250 euro average • Canal boat trip and musea are popular

4. Strategy • Dual positioning: “connect the benefits of a product or service to the lifestyle” • Proposition :“Amsterdam is a clean, sustainable and safe city with a friendly atmosphere where people can walk around and explore the cultural diversity.” • Storytelling: Use this as a sort of co-creative process • Tone of voice: Formal, friendly, experiencing

5. Coolhunt • Draw something: • Play against someone • Guess pictures • Earn coins

6. Coolhunt • Apple store