The document outlines the goals and strategies of a cultural marketing campaign for Berlin, Germany. The campaign aimed to 1) define Berlin's identity more clearly, 2) create a strong, attractive image to draw entrepreneurs, artists, and investors, and 3) strengthen Berlin's power and potential for the future. Key strategies included involving citizens to promote a sense of belonging, building social cohesion, highlighting Berlin's innovation and opportunities, and stressing Berlin as a city of change. The goals were to portray Berlin as a great place to live, work, create, think, develop, and invest.

1. Course: Cultural Marketing/ City Branding
Prof. : Betty Tsakarestou
Team: Maria Kalogeropoulou
Alexandra Koroxenidi
Christos Ntabakakis
Evi Stoubou

2. Where?
When? Spring 2008
Why?
• Lack of a clear profile to speak of.
• Need for being much more attractive
as a place to live and work.

3. GOALS
■ Define the features of Berlin more clearly.
■ Create a strong image for the city.
■ Attract entrepreneurs, scientists, artists, investors.
■ Enrich the dynamic of the city and its potential for the future.
■ Strengthen its power in all aspects.
■ Transform Berlin’s strengths into an opportunity.
■ Let Berliners themselves speak on behalf of their city.

4. DEFINING AND INNOVATIVE FEATURES OF THE CAMPAIGN
■ Involving the citizens. Creating a sense of identity for them, a sense of belonging and of
pride for their city (e.g. the citizens of Berlin narrate online their experiences from life in the
city → success stories & catchy phrases / The Register Berliners Project = catalogue of
Berliners → sense of belonging and participation)
■ Building social cohesion and a collective identity by bringing the citizens of Berlin in contact
with one another and making them the “ambassadors” of their city.
■ Involving established people in all fields.
■ Going international and bridging ties with other countries. (E.g.: Russia)
■ Extroverted and international perspective. Reaching out and communicating ideas. Starting
off from a confident point of view and from clear ideas.
■ Utilizing visuals (posters with slogans) and creating everyday experiences. (e.g.: “Berlin
Days”→ worldwide festival) Organizing temporary events and platforms.
■ Looking into the future. Stressing change. Berlin the city of change.

5. CONCEPTS
■ Encompassing all areas of the workforce. Inclusive of all areas of knowledge and
human endeavor from culture to science and technology.
■ Berlin is strong in all areas of the creative force. Economy, culture, science,
education, information technology etc all feed off from to create a dynamic whole.
■ Berlin is a great place to
Live,
Work,
Create,
Think,
Develop,
Interact,
Grow,
Invest.

6. ΤHE CAMPAIGN’S SLOGANS - A THEME FOR
EACH YEAR
■ 2008 BE BERLIN. LAUNCHING THE CAMPAIGN
■ 2009 BERLIN GOES INTERNATIONAL
■ 2010 INDUSTRY AND SOCIAL ENGAGEMENT
■ 2011 INNOVATIVE AND A GREAT PLACE TO BE
■ 2012 A CITY OF OPPORTUNITIES

7. KEY IDEAS
■ Berlin is progressive. It looks forward not backwards. It aims at changing international
community’s possible negative conceptions of Berlin. (Berlin Wall)
■ Science meets Technology and Business (home to leading scientific institutes and
research organizations)
■ A place for talent. (highest per-capita density of academics in Germany, €17.5 billion in
companies turnover per year)
■ Start-up projects/ New ideas/ Entrepreneurship (offer affordable rentals, funding,
access)
■ Cultural Hub (Encompass cultural diversity. Culture and counterculture)
■ Quality of everyday life experience. Stability. Security.
■ Nature. Ecology. Environmentally friendly.
■ Looking into the future. Berlin, the digital capital (Utilizing social media to present
success stories of new companies)

8. TODAY 2016
 Berlin is considered to be one of the most inspiring, creative, liveable, international
and booming cities worldwide.
 The city has developed a very clear brand profile.

9. MOVE TO BERLIN.
LIVE IN BERLIN.
THINK AND DEVELOP IN BERLIN.
A LIFE EXPERIENCE.
TRANSFORMATION.
A TOTALITY.