A joint initiative between the city council, business, the universities and anyone else with a vested interest.

Here is the Mission Statement

'The goal of Amsterdam Partners is to promote and improve the image of Amsterdam and the surrounding region among relevant target groups in the Netherlands and abroad. The improvement and raising of Amsterdam's profile is guided by a single concept for the city's national and international positioning: Amsterdam is distinctive for its combination of creativity, innovation and commercial spirit.'

Need I say more? Amsterdam Partners are (is?) close associates of the equally cringe-making I Amsterdam initiative. Why does marketing speak always sound so hollow?

website

There are various other initiatives around as well to promote the city - Amsterdam Topstad (top city) for example - another city council organisation.

Perhaps putting all this manpower and money into making sure the city did not look like a building site and that the taxis were okay might do the trick as well?