be Berlin

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be Berlin ( English for 'sei Berlin') is the capital city campaign of the state of Berlin , which was launched by the Berlin Senate on March 11, 2008 to make the different facets of Berlin known regionally, nationally and internationally. Under the leadership of the Senate Chancellery , the image campaign was developed by the Capital Marketing of Berlin Partner for Business and Technology GmbH and other actors in the city.

Campaign projects were developed and implemented with partners in various areas such as business , science , culture , modern industry or sports and social affairs. The city is said to have cost 10 million euros in the first two years. This sum is to be supplemented by private funds. In 2010 the campaign Ich bin ein Berliner was started, which aims to promote Berlin as an industrial location.

The aim is to position Berlin as a special city for living and working. The target groups of the campaign are Berliners, Berlin visitors, international investors, Berlin companies, scientific institutions and talents.

At the end of August 2020, the Press and Information Office of the State of Berlin announced that the slogan will be replaced by Wir sind ein Berlin from September 12, 2020 .

course

The motto "be crazy, be curious, be Berlin" projected onto the Brandenburg Gate during the Festival of Lights

Various campaign projects have been supporting the popularity of Berlin since 2008. In the first year of its existence, the campaign primarily addressed Berliners. At the start, a total of 1,358,205 direct mail items were sent to all Berlin households to provide information about the campaign. In 2009 be Berlin became international - with the slogan the place to be . This strengthens the international perception of Berlin, an important goal of the image campaign. So far it has been present in 50 different countries to promote Berlin. The different facets of Berlin such as economy , technology , culture , modern industry , family and talents are systematically highlighted in the campaign and advertise the advantages of Berlin as a location within the framework of the umbrella campaign City of Opportunities.

Another strategic project is the industry campaign, which promotes Berlin as an industrial location together with 13 industrial players from Berlin.

In 2014, the focus was on the topic of "25 years since the fall of the Berlin Wall "; the campaign accompanied this with intensive marketing and communication measures.

criticism

Logo submitted to the competition that was not considered

According to a survey by Forsa in March 2008, the campaign was not accepted by Berliners because they had little association with the motto “be Berlin”.

Klaus Wowereit was awarded the negative prize Sprachpanscher of the year due to the advertising slogan of the campaign .

Various agencies have filed a lawsuit against the award of the contract to Fuenfwerken Design at the Berlin regional court. According to their information, at least one juror has connections to the selected company.

Allegations of plagiarism were also raised against the campaign several times, as some agencies had submitted similar logos that were not taken into account, but were very similar to the final logo.

In its 2008 Black Book , the Taxpayers Association criticized what it believed to be an unnecessary campaign as a waste of taxpayers' money.

Campaign partner

Partner of the industry campaign

literature

Web links

Individual evidence

  1. ↑ Berlin has a new image campaign . In: Berliner Morgenpost , accessed February 26, 2014.
  2. ↑ Wowereit started a brand campaign ( memento of the original from January 30, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Retrieved February 26, 2014. @1@ 2Template: Webachiv / IABot / www.berlin.de
  3. ^ Berlin - a city with a profile , accessed on February 26, 2014.
  4. ↑ Confirmation of the advertising slogan , accessed on December 10, 2009.
  5. ↑ Be Berlin: I am a Berliner. Retrieved March 21, 2011.
  6. ↑ Marketing campaigns. Retrieved February 26, 2014.
  7. ↑ Robert Kiesel: “Be Berlin” becomes “We are one Berlin”. In: Tagesspiegel.de, August 27, 2020, accessed on August 27, 2020.
  8. ↑ sei.berlin.de
  9. ↑ berlindustrie.de
  10. ↑ Berliners don't like “be Berlin” . In: Berliner Zeitung , April 2, 2008
  11. ↑ Article on the examination of the procurement procedure
  12. ↑ Article on filing the lawsuit
  13. ↑ Suspected idea theft , accessed on December 10, 2009.
  14. ↑ Plagiarism allegations of the slogan. In: The world