be Berlin - The Capital City Marketing Campaign
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 is to strengthen Berlin’s positive image and to promote the city on a national and international level as a great place to live, as a leading location for business and industry, and also as a travel destination for the many tourists who visit the capital each year.
The campaign’s key visual element is its red speech balloon and well-known three-part phrase “be …, be …, be berlin.” These two elements are already familiar sights in the city and can be found everywhere be Berlin is active, i.e. on posters, brochures, stickers, t-shirts, etc. A red rectangle provides the framework for the three-part phrase and symbolizes two major elements: the inward messages of the campaign’s “ambassadors” and the external effect of these messages. Although it has a rectangular form, the red speech balloon is nevertheless a well-rounded feature.
2008 - 2011 A Summary
Four years of be Berlin – this means four years of targeted city marketing on behalf of the capital with clearly identifiable results: Berlin has now developed a clear brand profile.
As confirmed by an image survey conducted by TNS Infratest on
behalf of the Berlin marketing campaign at the beginning of 2011, the “Metropolis on the Spree River” today is perceived more strongly as an attractive place to live and work than in 2007. According to opinion researchers, worldwide affinity for Berlin has also “clearly risen in all markets,” as well.
Today, Berlin is seen much more positively internationally than it was only a few years ago. In particular, the themes that the be Berlin marketing campaign promoted in the past several years have taken up a more prominent position among international decision-makers – whether it’s Berlin as an exciting location for business and science, as a future-oriented industrial region, as a world-renowned creative metropolis or quite simply as the place to be.
A number of other recent studies and analyses also confirm this positive trend: for example, the “European Cities Monitor 2011” issued by Cushman & Wakefield. In the current ranking published by the global commercial and real estate service provider, the capital made the jump to 5th place on the list of the most popular European business locations. The brand experts consider the city’s “convincing identity in business development-related matters” as one of the most significant factors in making Berlin increasingly attractive among skilled professionals and managers.
Internal campaign facts and figures, such as the more than 1,000 “ambassador stories” submitted so far, the city’s one million-plus Facebook fans and, most importantly, the high level of visibility and popularity of the be Berlin campaign among Berliners themselves, underline this positive development.