Eurovision 2020

Rotterdam landmarks to receive glowup with city branding for Eurovision 2020

As well as giving us top notch live shows, every Eurovision host city also has the tough job of selling itself as a tourist destination and making us want to return in the future. Rotterdam is no exception and to get a big headstart on this, they will revamp all the famous Rotterdam landmarks with the city’s branding!

Rotterdam. Make It Happen.

Rotterdam has its own personal slogan: “Rotterdam. Make It Happen.” Next year, we’ll be seeing this tagline everywhere – on posters, screens and as previously mentioned even on landmarks!


The branding focuses on innovation and ambition, with imagery of daily life in the city. It also uses a very simple display of the tagline. “Rotterdam. Make It Happen.” is shown in black font on a white background. It could be a challenge to make this eye-catching on landmarks, but we’re looking forward to seeing what Rotterdam brings to the table!

The budget

The budget for this project will not be known until the end of September – we’ll let you know as soon as the news breaks!

What we do know is that 50% of the city branding and city dressing budget will go to the standard posters and screens that you would imagine, whilst the remaining 50% will go to more artistic and surprising ways to dress the city. This could be comparable to Rotterdam’s “Tunnel of Love” which was set up for Valentine’s Day earlier this year (shown below), or to the way landmarks were dressed to draw attention to a Jean Paul Gaultier exposition.

Tunnel of LoveTunnel of Love

Potential landmarks to revamp

With the huge amount of effort Rotterdam are putting into their hosting at even this early stage, we’re expecting to see a lot of major landmarks being redecorated with the city branding:

  • Erasmus Bridge, connecting the north and south of the city
  • The Hofplein, a major public square (and its fountain!)
  • The KPN LED screen, a 70 square metre LED screen, the largest LED screen in Europe
  • Euromast, a 184.6 metre tall observation tower
  • The square in front of Rotterdam Central Station
  • Schouwburgplein, a plaza in the heart of the city
  • The Vlaggenparade, a display of 230 flag posts (currently showing Syrian families which have fled to Europe)
  • At Rotterdam Central Station, there is an idea for a Eurovision clock

An open call will take place, asking local artists from Rotterdam and the wider Netherlands to show their vision of Rotterdam in a creative way.

If you’re unsure of what some of these landmarks are, take a look at the gallery below!

What do you think of this news? Are you excited to see how Rotterdam revamps their landmarks? Which landmark would you most like to see in the city branding? Let us know your thoughts in the comments below and on social media @ESCXTRA

Luke Malam

I've watched Eurovision for as long as I can remember, but my interest really built in 2008, after I decided to watch the semifinals online, out of boredom, before the final...I was blown away by the quality of the show and have been hooked ever since! I'm a competitive trampolinist and I love baking. I've also just completed a master's degree in Research Methods in Psychology at University College London.

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