The document discusses a location PR campaign called "We Love The New" that was conducted between 2008-2010 in China, Japan, Turkey, the UK, and India to promote the German state of North Rhine-Westphalia (NRW) as an attractive location for international investment. The 9 million euro campaign involved advertisements, videos, and events featuring testimonials from NRW companies. It resulted in increased foreign investments and job growth in NRW. While the campaign was well received in some countries, reactions were more mixed in Germany. The campaign highlighted NRW's skilled workforce, infrastructure, and business-friendly climate but was discontinued after 2010 with no clear reasons given.

2. "We Love The
New"
Theory
• Campaign Mix
• Location-PR
• Definition
• Characteristics
• Stakeholder
• Objectives
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•
•
•
•
•
•
•
•
Campagne
Key Facts & Timeline
Testimonials
Country-specific
activities
Globalization
Influences
Success Control
Reactions & Impacts
Conclusion
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4. Public
Affairs
Media
Relations
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Online
Relations
Location PR
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5. …refers to planning, organizing, performing
and controlling strategies that aim to
strengthen a regions competitive position
within the international fight for attractive
target groups
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6. no standardized mass-produced good
bundle of location-specific characteristics
infrastructure
qualified
men-power
tax relief
mentality
distance to
other
locations
climate for
investments
political
framework
market & sales
potential
flex space
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7. competitors
companies,
investors
economy
media
consumer
opinion
leader
politics
residents
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8. profiling & positioning a region within
the international competition
innovative networks &
technologies
corporations
science, research and
development
image & awareness
identification
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10. Timeframe
October 2008 - December 2010
Costs
9 Mio. € during campaign
Agency
Scholz & Friends
Client
NRW.Invest
Participants
66 leading companies from NRW
Countries
China, Japan, Turkey, GB, India
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11. 10/2008
01/2009
03/2009
• campaign starts • 6 more
• international
launch
• 9 advertisements, advertisements
image film &
website
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13. Dr. Michael Schädlich &
Karl-Rudolf Mankel (DORMA)
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14. Dr. h.c. August Oetker
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15. Michael Schumacher
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16. Timo Boll
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17. Halil Altintop
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18. Anna Poleska
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19. 3 press conferences
advertisements in media
advertisements on towers
Timo Boll
meeting with 160 students
discussion
world economy
fairness
Ping Pong game
follow-up: EXPO 2010
NRW-week
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20. Prof. Dr. Vahrenholt leads press conference in
Tokyo
not as successful due to Chinese character in
the video as in other countries
erase him completely from the movie?
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21. 2 press conferences in Istanbul
follow-up on Istanbul Fashion Week
very good resonance
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22. advertisements in financial magazines
1 article in Financial Times (England)
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23. 1 press conference
more than 40 reporters
many articles in Indian newspaper
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24. people
gouvernements
companies
international trade & investment
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25. language
website
message,
means,
media
relations
testimonials
technology
movie
local
events
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26. individual
„locationembassador“
news
teaser,
acutal press
release
link to
„successstories“
update about all
PR-actions &
press
conferences
image movie in
country‘s language
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27. .cn
individual
„locationembassador“
news
teaser,
acutal press
release
link to
„successstories“
update about all
PR-actions &
press
conferences
image movie in
country‘s language
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28. commun.
objectives
key message
highly
systematical
approach
personnel
& budget
very professional
structure
creativity:
outsourced
implementation:
inhouse
values &
CC
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emotion &
knowlegde
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29. new investments
jobs
110
4000
105
3000
100
2000
95
1000
90
0
2008
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2009
2010
2008
2009
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30. Turkey:
positive response in media
campaign benefits from
German designers
India:
40 press representatives participate at press
conference
China:
200 press releases
campaign is mentioned in
context of Rüttgers‘ visit
follow-up: EXPO
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31. ambivalent
newspaper:
people can identify
themselves with
the campaign
internet:
citizens disapprove
the slogan
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32. all information disappeared from website
no new information about a NRW-campaign
on the internet
no media response after 2009
success not satisfying?
internal quarrels?
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33. worldwide unique
appearance?
1-voice-policy
accustomed to
local target group
synergies
authentic?
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• consistent homepage
• consistent logo
• message worldwide clear
• international investors
• local investors
• different sectors
• Fashion Week
• EXPO
• ambivalent:
• NRW.invest says yes
• citizen are unsure
• true stories
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36. Aerni, M.; Bruhn, M.: Integrierte Kommunikation: Grundlagen mit
zahlreichen Beispielen, Repititionsfragen mit Lösungen und Glossar.
Zürich (2008)
Balderjahn, I.: Standort-Marketing. Stuttgart (2002)
Berger, H.: Kommunikationskonzept für den Landkreis Göppingen.
Diplomarbeit. Göppingen (2007), abgerufen am 12.05.2011 unter
<http://opus.bsz-bw.de/fhnu/volltexte/2007/724/pdf/Diplomarbeit.pdf>
Gespräch mit der Agentur Scholz & Friends
NRW.Invest, abgerufen unter <www.nrwinvest.com>
o.V.: Kampagne für NRW. Investoren aus Europa und Asien im Visier. In:
Aachener Nachrichten. 29.10.2008
o.V.: NRW wirbt für sich. In: Rheinische Post Nr. 252. 28.10.2008
o.V.: NRW wirbt im Ausland. Mit Liebe für das Neue Standortkampagne
mit Budget von drei Millionen Euro jährlich startet in vier Ländern.
Zielgruppe sind Investoren.
In: Aachener Zeitung. 29.10.2008
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