Timeline
1991 – Berlin 2000 Olympia GmbH created, March 1991 official announcement of Berlin’s bid for the 2000 Olympic Games (went to Sydney)
1992 – Lenkungsgruppe für Standortmarketing (Steering Group for Location Marketing) set up by Senate, calling for the creation of a new agency for Berlin marketing
1994 – Partner für Berlin – Gesellschaft für Hauptstadtmarketing GmbH created for capital city marketing (160 partners by 2011)
1994-98 – “Baustellensommer” events at Potsdamer Platz, such as dance, light, and lazer show
1995 – INFOBOX opened at Leipziger Platz – exhibition space and observation platform, closed down in December 2000 with a total of 8.6 million visitors
1996 – first “Schaustelle Berlin” campaign (June-Aug.) and events at Friedrichstraβe and Potsdamer Platz (until 2005)
1997 – Das Neue Berlin (the New Berlin) campaign to promote the capital city status and move of the federal government (until 2000) “festivalization of urban politics” (Häuβermann and Siebel)
1998 – Official opening of Potsdamer Platz (October)
1999 – “Das Neue Berlin ist da” (The New Berlin is here) campaign to promote the symbolic date of birth of the New Berlin (May 23 – official opening of Norman Foster’s Reichstag cupola)
1999-2000 – “Berlin: Offene Stadt. Die Stadt der Ausstellung” (Berlin: Open City. City of Exhibtion) – Schaustelle program integrated events organized by Berliner Festspiele
2001 – Klaus Wowereit elected after exposure of large-scale financial scandal; in his inauguration speech he announced the creation of an agency for place marketing and economic promotion of Berlin
2003 – “Poor but sexy” (Wowereit in interview for Focus Money)
2005 – Berlin Partner GmbH created out the merge between Wirtschaftsförderung Berlin International and Partner für Berlin
2007 – Berlin Board formed with 16 leading professionals from academia, business, culture, media, politics, science and urban planning to make recommendations for place marketing
2008 – “Be Berlin” campaign launch (March)
2009 – Time Magazine: “Hip Berlin, Europe’s Capital of Cool” (November) – process of appropriation of subculture
2010 – “Berlin, the Place to be” campaign
2011 – “Be Berlinternational” campaign – invited Berliners from migrant backgrounds to send their stories of contributions to ethnic integration and intercultural life in Berlin
2012 – “Ich bin ein Berliner” campaign
1992 – Lenkungsgruppe für Standortmarketing (Steering Group for Location Marketing) set up by Senate, calling for the creation of a new agency for Berlin marketing
1994 – Partner für Berlin – Gesellschaft für Hauptstadtmarketing GmbH created for capital city marketing (160 partners by 2011)
- Construction at Potsdamer Platz began
- Cessation of federal subsidies (30% of city’s budget)
1994-98 – “Baustellensommer” events at Potsdamer Platz, such as dance, light, and lazer show
1995 – INFOBOX opened at Leipziger Platz – exhibition space and observation platform, closed down in December 2000 with a total of 8.6 million visitors
1996 – first “Schaustelle Berlin” campaign (June-Aug.) and events at Friedrichstraβe and Potsdamer Platz (until 2005)
1997 – Das Neue Berlin (the New Berlin) campaign to promote the capital city status and move of the federal government (until 2000) “festivalization of urban politics” (Häuβermann and Siebel)
1998 – Official opening of Potsdamer Platz (October)
1999 – “Das Neue Berlin ist da” (The New Berlin is here) campaign to promote the symbolic date of birth of the New Berlin (May 23 – official opening of Norman Foster’s Reichstag cupola)
1999-2000 – “Berlin: Offene Stadt. Die Stadt der Ausstellung” (Berlin: Open City. City of Exhibtion) – Schaustelle program integrated events organized by Berliner Festspiele
2001 – Klaus Wowereit elected after exposure of large-scale financial scandal; in his inauguration speech he announced the creation of an agency for place marketing and economic promotion of Berlin
2003 – “Poor but sexy” (Wowereit in interview for Focus Money)
2005 – Berlin Partner GmbH created out the merge between Wirtschaftsförderung Berlin International and Partner für Berlin
- Berlin received the UNESCO “City of Design” Award
2007 – Berlin Board formed with 16 leading professionals from academia, business, culture, media, politics, science and urban planning to make recommendations for place marketing
- Der Spiegel: "Berlin: Comeback of a World City." Cover of Der Spiegel, 12 (19 March, 2007)
2008 – “Be Berlin” campaign launch (March)
- Sony sold the Sony Centre to Morgan Stanley
2009 – Time Magazine: “Hip Berlin, Europe’s Capital of Cool” (November) – process of appropriation of subculture
- “Festival of Freedom” commemoration of the twentieth anniversary of the fall of the Wall (November)
- “Be Berlin, be diverse” launched a study and series of events promoting ethnic diversity
2010 – “Berlin, the Place to be” campaign
2011 – “Be Berlinternational” campaign – invited Berliners from migrant backgrounds to send their stories of contributions to ethnic integration and intercultural life in Berlin
2012 – “Ich bin ein Berliner” campaign
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