Berlin Urban Marketing Campaigns (1996-2012):
1996-2003 "Schaustelle Berlin" (Display Site Berlin) - commissioned by the city, created by Partners for Berlin
2003 - "Mir gehts Berlin" (I'm feeling like Berlin) - commissioned by Mayor Klaus Wowereit for Berlin Tourism
2005-2006 "Du bist Deutschland" (You are Germany!) - social marketing campaign, designed by "Partner für Innovation" consisting of 25 media corporations and co-ordinated by Bertelsmann media corporation
2006 "Deutschland, Land der Ideen" (Germany, Land of Ideas) - Branding initiative commissioned for the World Cup by the German government and German Industry Assosiation (Bundesverband der Deutschen Industrie, BDI)
Be Berlin Campaign:
2008-present, Be Berlin - commissioned by Mayor Klaus Wowereit and the Berlin Senate, created by Berlin Partner as an umbrella brand campaign for Berlin
Campaign timeline:
2007 - Berlin Senate decided to develop a
presentation and communication campaign to promote Berlin amongst
other world cities. Advertising and communications experts were invited to submit their ideas for a
Dachmarkenkampagne (umbrella brand).
2008 - Mayor Klaus Wowereit announces the launch of the "Be Berlin" campaign. His inauguration speech features
references to Florida's creative center and the 3 T's (technology, talent, tolerance).
2009 - campaign goes international with the slogan “the place to be” (“the place to be for science,” “the place to be
for conventions”)
2010 - The Place to Be brochure (2010): "Berlin is open space for new ways of thinking"
2011 - Be Berlin-international campaign focus on intercultural life in the city (Berlin has 3,4 million people, 190
countries are represented amongst the population of Berlin). Berliners who shape the intercultural life of the
city were invited to share stories of their engagement on the campaign website, and thus to draw attention to
their work. The selected authors were featured on billboards covering the scaffolding around the opera at
Unter den Linden. More than 200 Berliners with international backgrounds submitted their stories on the be
Berlin website. 140 finalists were selected by a jury.
2012 - Future projects: "Lebenswertes Berlin" (city of high quality of life), Berlin as Eco-Capital, Berlin as start-up
capital (Google Research Center, Telecom Research Labs, venture capital investment firms, Berlin Web-
Week etc.)
other world cities. Advertising and communications experts were invited to submit their ideas for a
Dachmarkenkampagne (umbrella brand).
2008 - Mayor Klaus Wowereit announces the launch of the "Be Berlin" campaign. His inauguration speech features
references to Florida's creative center and the 3 T's (technology, talent, tolerance).
- Campaign focus points: economy, science, culture, and city development
- Goal: to attract more people, tourists, and businesses to Berlin; to create economic growth.
- Slogan: Three-part (be… be… be berlin) slogan designed as participatory platform, inviting everyone to express their feelings about Berlin (be open, be free, be berlin!, be fashion, be trend, be berlin!, be city, be change, be berlin!, be art, be metropolis, be berlin!, be vision, be inspiration, be berlin!)
2009 - campaign goes international with the slogan “the place to be” (“the place to be for science,” “the place to be
for conventions”)
- Berlin Days - promoting Berlin in cities like Copenhagen, New York, Istanbul, London, Brussels, Warsaw, Shanghai, and Melbourne with designers and artists sent on promotional tours along with Wowereit’s delegation.
- “Herz & Schnauze” Friendliness initiative – 14 service-partners: police, BVG, Taxi, airport employees available to answer any questions tourists might have.
- Be Berlin-Stadtladen (city shop) opened: temporary exhibitions and events space and platform. Collaboration with local designers during Berlin Fashion Week.
2010 - The Place to Be brochure (2010): "Berlin is open space for new ways of thinking"
- Klaus Wowereit asked Berlin volunteers to present their message for “Zusammenleben in Berlin“ (Living together in Berlin) on the be Berlin website. 204 stories were selected, and the selected authors were featured on the billboards covering the Victory Column scaffolding in August and September 2010.
- Focus on Berlin as industrial city (“berlin – the place to be for future industries” and “ich bin ein berliner” Daimer, Bombardier, Siemes, BMW) be Berlin campaign joined together with Berlin-based business partners to launch the „ich bin ein berliner“ campaign designed to showcase the city worldwide as an innovative industrial location.
2011 - Be Berlin-international campaign focus on intercultural life in the city (Berlin has 3,4 million people, 190
countries are represented amongst the population of Berlin). Berliners who shape the intercultural life of the
city were invited to share stories of their engagement on the campaign website, and thus to draw attention to
their work. The selected authors were featured on billboards covering the scaffolding around the opera at
Unter den Linden. More than 200 Berliners with international backgrounds submitted their stories on the be
Berlin website. 140 finalists were selected by a jury.
2012 - Future projects: "Lebenswertes Berlin" (city of high quality of life), Berlin as Eco-Capital, Berlin as start-up
capital (Google Research Center, Telecom Research Labs, venture capital investment firms, Berlin Web-
Week etc.)
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