“Open up” is the slogan of the Eurovision Song Contest 2020.

It’s fitting, both in terms of the song contest — which brings together countries from all over Europe, the Middle East and Australia — and in terms of the city itself. Rotterdam is a diverse city known for its rich history of bringing people together. These values dovetail nicely with the spirit of the Netherlands — a country known for being progressive and forward-thinking.

Producer Sietse Bakker explained the choice this way.

“We have looked for a theme and slogan that reflect what the Netherlands stands for and which the Dutch can identify with; a country with an open mind to the world, where we speak our mind, with respect for each other. We also found it important to choose a theme that reflects the spirit of our times. People are concerned about increasing polarization and freedom isn’t as self-evident for everyone as it should be. With the slogan ‘Open Up’, we warmly invite people to open up to others, to different opinions, each other’s stories and of course to each other’s music.”

The reveal was made simultaneously on Dutch chat show “De Wereld Draait Door” and via the official Eurovision.tv web site.

Jon Ola Sand, Executive Supervisor of the Eurovision Song Contest for the EBU, said:

“Open Up is the perfect slogan for the Eurovision Song Contest as it celebrates its 65th edition. In 1956, only 7 countries could watch the competition and since then we have opened up to the whole of Europe, to Australia and now, via streaming, to the whole world. The values of the Eurovision Song Contest are universality and inclusivity, and our proud tradition of celebrating diversity through music. Now we can add a new one – that of openness.”

Do you like the Eurovision 2020 slogan?

Past Eurovision slogans

2010: Share the Moment
2011: Feel Your Heart Beat
2012: Light Your Fire!
2013: We Are One
2014: #JoinUs
2015: Building Bridges
2016: Come Together
2017: Celebrate Diversity
2018: All Aboard!
2019: Dare to Dream

What do you think of the 2020 slogan and theme? Are you feeling it? Do you like how concise it is? Let us know down below!

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Fatima
Guest
Fatima

In 2016, didn’t Petra Mede say “Get you towels ready, let’s come together”. I hope that the Dutchies will think of something as good to go with open up.

Uw Frigo
Guest
Uw Frigo

Open up your ass and let me slide in.

Mr. Vanilla Bean
Guest
Mr. Vanilla Bean

Without a doubt, that’s exactly what they were thinking when they came up with this slogan.

brunowskii
Guest
brunowskii

So why not OPEN UP to Kazakhstan?

Bart
Guest
Bart

Now, this is a great slogan. So much better than last year. Good that 2020 will be so much better than horrible 2019, except for the winner and second place, which saved that disaster.

kiki
Guest
kiki

Open Up !
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Bart
Guest
Bart

Funny. I guess this is how you look like down there.

Ana
Guest
Ana

What a dumb b#tch you are? Go find someone to open you up. You seem a bit uptight

Bart
Guest
Bart

Of course the israeli arrogance striking again. Face it, you are not the best of the world and your show was sh#t !

Maxicosi
Guest
Maxicosi

Wow really nice, i actually expected something more to do with the sea like: “waaaaves of sound ?”

ESCFan2009
Guest
ESCFan2009

It’s a great slogan as there is so much room for interpretation. Open up to people, situations, cultures, sexualities, diversity, opinions, life…
My favorite stays 2008: “Confluence Of Sound” <3

Ivan
Guest
Ivan

Junior Eurovision has better slogan.

James
Guest
James

Light up.

Female
Guest
Female

I always love All Aboard!!!

Khazar
Guest

Not so good!

Brooklyn
Guest
Brooklyn

Open up!!! This is the police?!! I mean they could have made a better one.

srulik
Guest
srulik

It’s o.k as a slogan can be but i wabt to see it combined with the logo to aee of I like it.

Denis
Guest
Denis

Opens up to a lot of interpretations!

Kirby
Guest
Kirby

I think it’s okay. Now let’s see what the visual identity will be like. I do hope it’s more colourful and festive. Apart from Helsinki 2007, Moscow 2009, Baku 2012 and Lisbon 2018, many logos have had a dark background. Maybe the new decade will bring about more colors, as it is Eurovision.

An American ESC Fan
Guest
An American ESC Fan

You missed out on “Ahoy, Europe”? I’m so disappointed.
In all seriousness, I like it. Direct and to the point but it can be interpreted so many ways. I already sense a lot of “FBI open up” jokes will be coming. My fave is still “Light Your Fire” from 2012, though.

Rasmus
Guest
Rasmus

In media it was said 1 out of 5th swede now is syrian here in Sweden so if its suggest to open up your borders im out. Its to much already.

Fast Food Music Lover
Guest
Fast Food Music Lover

That’s a stretch… But hey, those Syrians could be the next Eric Saade or Loreen.

Bella
Guest
Bella

Yes. Also the King of Sweden was replaced by a Chinese cyborg and people hunt giraffes in Lapland. It was said “in media” and I’m relaying it on Wiwi, so it’s true.

Rasmus
Guest
Rasmus

Okey. in 1 year we will be 2 million syrians in Sweden and it will grow. you will see.

Campbell Grace
Guest
Campbell Grace

The bigotry…

Helen
Guest
Helen

They still somehow manage to come whether your borders are open or not

Bart
Guest
Bart

First of all, you should know how to identify fake news. Second of all, you should be more empathic and human and stop being a racist

kiki
Guest
kiki

You should stop being naive.

you don't fool me
Guest
you don't fool me

You had the most ugly words about Romania and its debts, now you are a Saint Protector Of…. I know your comments in the last 4 years. I really know everything that you wrote in the last 4 years.

Mr. Vanilla Bean
Guest
Mr. Vanilla Bean

Finally we agree on something. Countries like Sweden and Austria should insist on closing their borders if they know what’s good for them.

Fatima
Guest
Fatima

It’s only a matter of time before a recent migrant wins the contest

Grftn
Guest
Grftn

Hasnt Loreen won a decade ago already?

FBI
Guest

Open up

Fast Food Music Lover
Guest
Fast Food Music Lover

Kazakhstan left the chat

Loin dici
Guest
Loin dici

It’s really opening up to a lot of interpretations. Opening up to new music, in particular. Or opening up to a new kind of Eurovision.

Jake
Guest
Jake

Hmmm….. doesn’t get me in the partying mood that Eurovision is about.

MVE
Guest

Jake… it is just a slogan

Jayy R
Guest
Jayy R

FBI, #OpenUp !

e.forcher
Guest
e.forcher

I, of course, have already seen the logo, and it includes a fistbump. #openup

EgoFuego
Guest
EgoFuego

What?! Are u serious?

Fast Food Music Lover
Guest
Fast Food Music Lover

Eww

Tylos
Guest
Tylos

That’s out of Leftfield

Robyn Gallagher
Editor

Ha! Guess what I’m listening to right now…

Bella
Guest
Bella

The real question is: what are these slogans good for? They’re so generic that you can literally interchange them among the different contests, and that wouldn’t change anything. Also they have 0 influence on the actual contest. If the goal is to build brand identity, I would just stick with the Eurovision name and host city + the logo (which usually influences the stage design). Slogans do no harm, but also bring no value.

Bella
Guest
Bella

Seriously, just can’t get over how generic these slogans are. If they want to save costs for future editions, here are my submissions for the next slogans:
– 2021 – All United
– 2022 – Open Your Heart
– 2023 – Feel The Passion
– 2024 – Rythm of Your Soul
– 2025 – Different but the Same
– 2026 – Connected
– 2027 – Something touchy feely

James
Guest
James

I think the slogans inform what the yearly logo is about. That one time when Moscow hosted and they didn’t have a slogan, it was hard to imagine what their logo and the over-all brand identity was. Sure that and the associated graphics looked pretty onscreen but is there a story behind the bird and its symbolism to Russians if there’s any? However, I get what you mean. The Eurovision logo itself was never what it was prior to 2003, having had nearly 30 renditions from 1956 to 2002, but they more than provide that same visual identity that makes… Read more »

James
Guest
James

Slight correction: 40 years, not thirty. hehe

Azaad
Guest
Azaad

If we’re being honest, the only really bold slogan we’ve had recently is Celebrate Diversity, and even then it was only bold by comparison. On the other hand, Open Up lends itself to multiple interpretations, which is pragmatic from a marketing and diplomatic standpoint.

Ron
Guest
Ron

“We were looking for a slogan that reflects Netherlands….” And you missed “Chill Out”?

Alaska
Guest
Alaska

Hahaha! So true.

Henrikh Mugosa
Guest
Henrikh Mugosa

Why would anyone associate “Chill out” with The Netherlands?

Campbell Grace
Guest
Campbell Grace

I’m presuming it’s to do with weed?

Sam
Guest
Sam

‘Open up’ leaves a lot of room for many positive interpretations which is great, but some can be rather morbid!
‘Police, open up!’, ‘Open up on a crowd with automatic fire’, ‘Open up the Heavens’ (which we wouldn’t want in May so be careful what you wish because it might just come true), ‘Open someone up’ (alluding to a surgical procedure in life or after death) and the most obscene one starts with: ‘open up your pretty________’. And last, Let’s all agree we don’t want security flaws to open up the Dutch broadcaster’s web networks to attacks.

Mr. Vanilla Bean
Guest
Mr. Vanilla Bean

I approve. Literally everyone can relate to it in a positive way somehow, yet it is so much better than most of the worn-out phrases that were used in the previous years. “Open up” is a much better and much less SJW- infiltrated way of saying “We Are One” or “Celebrate Diversity” (both of which I found awfully unoriginal), but it still incorporates them.

Héctor
Guest
Héctor

As simple as it is, “Open up” is one of my favs slogans ever. It also reminds me of the song “Nina” by Electric Fields where they sing about “open people up”. We all should be opening up, speaking out and discovering.

Nikki
Guest
Nikki

I like it, direct to point. Maybe a bit weird from the point of view of my own love for crime tv shows and books, heard it too much times in the authority tone, but I understand the message they’re trying to convey- open up to new people, experiences and cultures.

Roy Moreno
Guest
Roy Moreno

Great slogan 🙂

Polegend Godgarina
Guest
Polegend Godgarina

i like it! it’s very imperative, kinda like an order, almost menacing. open up, bish!

Nikki
Guest
Nikki

Not the only one who has passed way to much time with Gibbs, I suppose.

Thunder and lightning it's getting exciting
Guest
Thunder and lightning it's getting exciting

Yeah..me too 🙂

Candy
Guest
Candy

someone’s been listening to Matt Simons, eh?

Melissa J
Guest
Melissa J

The slogan will redeem itself in my eyes only if the logo is a door that we can yell “OPEN UP!” at.

Leydan
Guest
Leydan

I guess i’m one of the few who thinks it’s just simply awful and left to so much interpretation. I’d rather we had no slogan than something as ill thought out and basic as this. The only constellation is that it’s not so blatantly cheesy like many of the previous slogans. It’s not anything really.

FBI
Guest
FBI

OPEN UP

Frisian esc
Guest
Frisian esc

Soo what do you guys think the logo is with this in mind? A door, window, maybe an opening tullip?

Frisian esc
Guest
Frisian esc

I hope it’s not a door. Would remind me too much of the 2018 postcards.

Polegend Godgarina
Guest
Polegend Godgarina

since it’s the first eurovision in holland in several decades, i hope they’ll go for sumthin unmistakably dutch like a tulip or a windmill or even more generally water since issa part of the landscape everywhere + y’all explored all the oceans in the past

Hi243
Guest
Hi243

Sietse Bakker has already said that that isn’t going to happen.

Alaska
Guest
Alaska

There’s nothing more Dutch than weed.

Polegend Godgarina
Guest
Polegend Godgarina

that would be jamaican

Bernard 77
Guest
Bernard 77

Sponsored by ©poppers

Bigger
Guest
Bigger

I really like it. It’s actually clever, you can fill it in with whatever you want and you can build the show around it. Literally something that opens up on stage, or figuratively where people open themselves up, maybe in postcards, maybe telling their stories in videos in the weeks prior to Eurovision, maybe something symbolically. When one thinks about Come Together, Join Us, All Aboard, We are one; you can interpret it as “you’re one of us and we’re all the same, come Join us”. It’s quite straight forward. But with Open Up, you can fill it in with… Read more »

Preuss
Guest
Preuss

The slogan is kinda alright. However, it only leaves it open to all kinds of interpretations, which might be good and bad

Aris Odi
Guest
Aris Odi

The slogan slays! But please, don’t let the theme art be blue again…
#OpenUp

Bigger
Guest
Bigger

What do you think about an orange/red pallet?

Aris Odi
Guest
Aris Odi

That would be nice

Trash KAN
Guest
Trash KAN

That is what Aly Ryan is doing to other countries right now

Preuss
Guest
Preuss

She’s already embraced the slogan, yes

Miguel
Guest
Miguel

Hahahaha your comment made my day

Best from Spain

Thunder and lightning it's getting exciting
Guest
Thunder and lightning it's getting exciting

Same here

Hi243
Guest
Hi243

As a Dutch person, I really like the slogan. The slogan itself is very simple and straightforward, something that can be said of Dutch people in general. It truly captures the Dutch ‘open’ spirit: feel free to share your personality, feelings and opinions. Whether people agree or not. At school, at work, with family or friends.

I also like the fact that it leaves quite some room for interpretation, despite the fact that it literally consists of only two words.

Mark
Guest
Mark

Different and effective, as an Italian, I have to say that the Netherlands is doing a great job 🙂

Kosey
Guest
Kosey

Instant reaction is that I like it – multi-layered and exactly what Eurovision is all about. Well done the Netherlands!

Yass
Guest
Yass

Damn, I have to say, as a Dutchman, that The Netherlands is taking Eurovision to another level. ‘Open up’ perfectly fits our country, especially Rotterdam. Open up to the world, to other people, being direct when needed, having different opinions on almost everything. Proud The Netherlands is hosting the ESC 2020!

Joe
Guest
Joe

I dig it since it’s not as cut-and-dry as, say, Dare to Dream or Celebrate Diversity. You could interpret it in any number of ways.

SVW
Guest
SVW

Really simple, yet effective! God, I’m happy it isn’t in the same category as “We are one”, “Come together” and “All aboard”! With the ultimate worst slogan “Celebrate diversity” in 2017, where we saw a lot of diversity (3 white men as hosts)…

Eurovision fan
Guest
Eurovision fan

I like it’s not generic like the previous one or ‘Celebrate diversity’ but something lacks, I think it’s too simple. ‘Being together’ for example, would be a better slogan. I just don’t get it

Hi243
Guest
Hi243

No. Too much like ‘come together’ from 2016.

esc1234
Guest
esc1234

This is simple, effective, so close to the eurovision spirit, creative. this is AMAZING! Dutch people so far you are doing fantastic. Cant wait for May 2020

Vincent
Guest
Vincent

There can be an entire paragraph of explanation what the slogan means, but I think it fits perfectly to Rotterdam and the Netherlands!