Balancing visitors with personalized content

Transforming the complex digital landscape

As a company focused on city marketing, amsterdam&partners contributes to the Amsterdam region's livability, prosperity, and popularity. To continuously build a better reputation and successfully guide visitors and sightseers, amsterdam&partners relies on two main digital channels: their website iamsterdam.com and the City Card application.

However, the content offered at iamsterdam.com and the City Card app used to be very generic. As a result, tourists and sightseers usually decide to visit the most prominent sights that Amsterdam offers. By presenting them with personalized content, amsterdam&partners hoped to streamline visitor management, guiding visitors to less popular locations. Meanwhile, amsterdam&partners also offers a better digital experience with more relevant content.

But creating an optimized customer journey with a personalized content experience was a big challenge. amsterdam&partners’ digital landscape was complex and inflexible, preventing the organization from innovating and improving frontends.

Innovating and improving frontends with Prepr

amsterdam&partners desired to stimulate innovation and flexibility, making personalized content possible. For this, the organization put together a digital team, with a mission to renew and simplify the digital landscape by implementing a headless content management architecture.

After a thorough investigation and dedicated pilots, amsterdam&partners selected Prepr as their preferred headless CMS. After a design sprint, the team at amsterdam&partners linked the Prepr API to a newly developed platform, entirely focused on personalized content. The goal? Offering audiences a seamless user experience.

Two channels built with consultation and collaboration

The platform, Your Personal Guide, now offers personalized content for tourists who think about visiting Amsterdam. Based on the chosen timeframe, personal interests, and digital interactions, users receive a personalized offer for the Amsterdam Region, an approach that balances the number of visitors at major sights.

Aside from Your Personal Guide, amsterdam&partners also successfully rolled out the new CityCard App, offering more personalized offers based on current transactions, weather forecasts, and real-time crowd data. Both channels are fully developed with the Prepr API and are the result of comprehensive consultation and collaboration. This all helps streamline visitors at popular sights in and around Amsterdam, one of the main challenges for amsterdam&partners.