Amsterdam Financial Forum 2009 | Case Study

Background

Following the recent global financial crisis the Amsterdam Financial Forum was designed to address topics of critical importance to the long-term stability, effectiveness and efficiency of the financial sector and to promote Amsterdam as a financial centre. The title for the first forum, which took place in November 2009, was Reshaping our view of finance.

Amsterdam Financial Forum was initiated by Holland Financial Centre and Ernst & Young, in cooperation with Capital Amsterdam, City of Amsterdam, De Nederlansche Bank, Ministry of Finance, NYSE Euronext, Stitching VvdE.

Objectives

The key objective of the public relations campaign that supported the Amsterdam Financial Forum was to put Amsterdam on the map as an important financial centre. By generating a big splash in the media based on discussions that arose from the conference and through highlighting the attendance of high level of thought-leaders, politicians and business executives, the campaign sought to reach audiences worldwide.

A secondary objective was to reconfirm and emphasize Ernst & Young’s thought leadership in the financial sector accountancy market.

Results

Media Wise succeeded in generating extensive and prominent media coverage of the inaugural edition of the Amsterdam Financial Forum. Highlights of media coverage included:

  • News of the forum reached the front page of Het Financieele Dagblad (the Netherlands top financial broadsheet)
  • The forum generated news in over seven countries, including USA, U.K and Germany.
  • Excellent pick up of key message: Amsterdam as a financial centre.
  • 100% positive tone of coverage.
  • Over 30 articles were generated, as well as 2 television broadcasts and 1 radio broadcast, including an extensive interview on CNBC with Ernst & Young Banking & Capital Markets leader for The Netherlands, Marcel van Loo.

As a result the public relations campaign, the Amsterdam Financial Forum successfully raised recognition of Amsterdam as a financial centre and aligned Ernst & Young and Holland Financial Centre and its work to support the long-term stability, effectiveness and efficiency of the financial sector. In addition the forum created the opportunity for Ernst & Young and Holland Financial Centre spokespeople to voice their support of Amsterdam as a financial centre.