Amsterdam launches ‘stay away’ campaign
The digital campaign is targeting rowdy tourists
A new initiative from Amsterdam City Council aims to target nuisance tourists, particularly young British men aged 18–35, and encourage them to ‘stay away’ from the city.
The Dutch capital is trying to clean up its reputation as a liberal, party city and discourage badly behaved visitors.
The online advertising campaign features a series of short videos showing nights out going wrong. The clips are 30 seconds long and have ominous music and police sirens playing in the background.
One video, on the Municipality Amsterdam website, shows a man smash a glass bottle in the street while staggering. He then swears at police officers, and is subsequently arrested, handcuffed, and taken to the police station. He has his fingerprints scanned, a mugshot taken and is put in a cell by officers.
During the video, text explains that having a ‘messy night and getting trashed’ will equate to a ‘€140 fine and a criminal record’, leading to ‘fewer prospects’. The video closes with the ‘stay away’ message.
Deputy Mayor Sofyan Mbarki explained: “Visitors remain welcome, but not if they misbehave and cause nuisance. Then we as a city say: don't worry, stay away.”
He added: “Amsterdam is a global city and that includes hustle and bustle, but in order to keep our city liveable, we are now opting for boundaries instead of irresponsible growth.”