Berlin – a city with a unique profile
sei Berlin – be Berlin. The capital city marketing campaign was launched in the presence of journalists from home and abroad in the spring of 2008. And it appears we – the "protagonists" behind the image campaign – clearly had the right instincts from the very beginning. be Berlin doesn't rely on spectacular, grandiose events and clever slogans, but rather draws on the approximately 3.4 million men and women in Berlin who make our city so unmistakable and play an active part in shaping the city's transformation.
Over the past four years, the be Berlin campaign has systematically highlighted the different aspects of Berlin, including its economy, scientific community, modern industry as well as sporting activities and social affairs. That's because, when the Berlin Senate commissioned Berlin Partner GmbH in the summer of 2007 to develop and implement a strategy for an image campaign under the auspices of the Senate Chancellery, an opinion poll conducted by market researchers TNS Infratest found that although Berlin was viewed nationally as full of joie de vivre and internationally as having great potential, the German capital did not have a clear profile.
Foreign respondents said they thought other cities were significantly more attractive as places to live and work. Our approach has therefore been to turn Berlin's strengths into an opportunity – and to give a voice to the people in particular.
This strategy has proved successful: A recent image assessment by TNS Infratest showed that Berlin is now viewed internationally as far more of a business location and an attractive place to live and work than in 2007. Berlin has developed a clear brand profile, thanks not least to the impressive dedication of Berlin's many enthusiastic campaign ambassadors