… The Campaign

Berlin as a brand name On March 11, 2008, Berlin’s mayor, Klaus Wowereit, held a speech at City Hall officially launching be Berlin. In 2008, the Berlin Senate turned the name of Germany’s Capital into a brand name, in order to promote the city on a national and international level.

Berlin

The story behind the brand • The be Berlin capital city marketing campaign was

launched in spring 2008 by the Berlin Senate. • The campaign is financed by the Senate and partners from

the Berlin business community.

The goal of the campaign:

• to strengthen Berlin’s positive image• to promote the city on a national and international level as:

o a great place to liveo a leading location for business and industryo a travel destination for the many tourists who visit the capital each

year.

The five sectors of development

The problem Throughout Germany, people are working for refugees. In Berlin, there are many projects that support arrived refugees in fields such as education, sports, mobility, jobs or health.Companies that would like to donate, often do not know how and where.

The action • The initiative brings http://alle-helfen-jetzt.de/ Berlin

company which aims to bring the refugee assistance projects in contact.

• These social projects can be implemented quickly and effectively.

• Aid initiatives can present their projects on this platform and thus become more visible.

• Companies can find on the platform a suitable project to support as needed with donations, their expertise or services or benefits in kind after consultation with the initiatives.

• Stories of these special encounters between Berlin fugitives, dedicated helpers and the companies will be included in the blog.

Together for Immigrants in Berlin

• Berlin inspires as a creative metropolis, as a start-up hub, as a place for innovative technology and science.

• One of the most dynamic economic regions in Germany, which offers companies, investors and scientific institutions business and technology development.

• Companies interested in working together for Berlin and supporting Berlin Partner are invited to join the Partner für Berlin Holding – Capital City Marketing GmbH network as either a Member (“Gesellschafter”) or Licensee (“Lizenznehmer”).

The service for Berlin-Partners

• Give first hand information and news about Berlin Services (event programs, news, useful contacts)

• Inform Berlin-Partners about various projects and activities of Berlin Partner GmbH through the monthly newsletter they receive.

Berlin Partners

Berlin Partners What Companies gain

• Company's logo will appear at events, in Berlin Partner publications and in the media on a variety of occasions – worldwide.

• Use the Berlin-Partner logo in their corporate communications.• Through the Media service ‘‘News Aktuell’’, submit current news to the most important

major worldwide news agencies • Receive information about attractive locations in the capital. A location database is

compiled of more than 500 unique and interesting locations throughout the city.• A partner directory is given to investors and newly established companies in Berlin as a

list of resources and recommendations.• Berlin-Partners can approach new companies as potential service providers. Each Berlin-

Partner obtains access to an exclusive site on the Berlin Partner website. • VIP services: Berlin-Partner companies receive professional support in their own activities

hosted in the capital.

Berlin Science

The twelve areas of innovation of science in Berlin

Berlin science navigator, about all science institutions in Berlin

HumanitiesHealth and Life SciencesPhotonics and Microsystem TechnologiesTransport and MobilityEnergy and the EnvironmentEconomics and SocietyInformation and CommunicationMaterials and Production EngineeringMathematics and its ApplicationsCreative Industries and CulturePhysics and Chemistry

http://www.berlin-sciences.com/life-sciences-medizin/

• That site includes:• science news• information about competitions• event tips• partner companies and success

stories• career opportunities in that field.

Berlin Science

• The site addresses:• at the scientific community of Berlin• at professionals who want to work in

this city• at the citizens who want to be

informed• at companies• thus the scientific training of the city

at international and local level emerged from that project. http://www.berlin-sciences.com/life-sciences-medizin/

From 2008 to 2012

2008 - Ambassadors for Berlin On June 18, 2008, Berlin’s Governing Mayor Klaus Wowereit welcomed 15 campaign "Ambassadors" to City Hall. The group was made up of people who had submitted their personal stories to the be Berlin webpage at www.sei.berlin.de As a small thank-you for their efforts, they and over 350 other Ambassadors received the Ambassador’s Package and were named official "Ambassadors for Berlin."

2009 - “City of Change” Berlin in Lights!

• From October 14 to 25, 2009, the German capital was transformed into a metropolis of lights! As part of the 5th FESTIVAL OF LIGHTS, illumination artists lighted up historical buildings and other important landmarks in a spectacular show of lights. Once again this year, the be Berlin campaign contributed a very special event to the celebrations.

The Stadtladen – or “City Store”

It offers a behind-thescenes glimpse into what makes Berlin tick. The unusual design of the shop invites visitors to embark on a journey of discovery: countless plastic bags, each brought to life by means of a Dreiklang (three-partphrase) and a unique object, cover the walls and encourage visitors to learn more about the campaign’s “Ambassadors” and their personal stories

Berlin registers again!Berlin is young, hip and attractive. Every year, thousands of people from all over the worldmove to the German capital to live, work and study. However, many of them have not registered their primary residence in the city at the Spreeriver. Therefore, we now start the flyer campaign and contest named “Berlin, I would like toregister.”

Be Berlin in MoscowFrom May 23 to 29, 2011, a large-scale replica of one of Berlin’s most famous landmarks, the Brandenburg Gate, was on display in the Russian capital. The roughly 6 x 5 meter model is designed first and foremost to represent the German capital in Moscow. At the same time, however, the Berlin Days also offered Muscovites and Berliners the unique opportunity to send a personal message to the partner city in the form of a three-part phrase (“be…, be …, be berlin”)

2011 - Innovative and a great place to live

2012 - City of OpportunitiesThe new 'city of opportunities' theme will expand on the livability campaign, adding extra aspects to the equation. After all, Berlin isn't only a particularly splendid place to live. It also provides companies with an outstanding gateway into Europe's largest economy while at the same time offering them the best conditions for funding within the EU. The city also gives young entrepreneurs the perfect space in which to explore their ideas.

Science in BerlinTalent in BerlinEntrepreneurs in BerlinInternational Berlin

Culture in BerlinNature in Berlin

Working in Berlin

The projects

To sum up• A campaign based on innovative marketing strategies, started

from local business society and citizens to international impact.

• The whole campaign achived to transform Berlin city into a smart, livable city of opportunities, by improving social engagement, technological innovation and progressive marketing plan.

• The structure of the campaign is characterized by morphological cohesion, by using the same symbols, colors and logos in any special project.

Panteion University of Athens Course: Cultural Marketing and CommunicationProfessor: Tsakarestou Betty

Students:Zarda MyrsiniKontolatou MariannaKontomichis VenedictosTsivgeli Maria