Why is it always the urban authorities that decide how to brand a city, and not the local people, or the companies? The aldermen seem to have the exclusive right to shape its image and exclude “those parts of the city image that are not supposed to be enhanced”. This has also happened in Amsterdam, where the highly criticized ‘I Amsterdam’ marketing activities represent a city without its historical Unique Selling Points — the infamous Red Light District, shops selling marihuana. However… a new campaign asks tourists to explain (in video or writing) how they would spend € 1,000 in the Dutch capital. The most creative submission will be rewarded with € 1,000 pocket-money. Online video production agency Big Shots did a pretty good job with this short film that should attract people to participate in the ‘My1000’ campaign. At least they didn’t forget to include the Red Light District.