Berlin’s Branding Campaign

be Berlin was called to life by Berlin’s senate government in the spring of 2008. In its first year, the campaign to market Berlin primarily addressed a regional audience with its signature features, the red frame and the three-part phrases, “be…, be…, be Berlin.“
Since 2009, the campaign has used the slogan “the place to be.” internationally and promotes Berlin in particular via the “Berlin Days” as an attractive location for art and culture, for business and science, and also to live and work.
Since September 2010, be Berlin has further focused on Berlin as a location for modern, future-oriented industry in the context of the “Industrial Master Plan 2010 – 2020” - regionally, nationally and internationally.

Before the campaign began in the spring of 2008, a TNS Infratest survey concluded that while Berlin was seen nationally as an international city, full of life and with great potential, it did not yet have a clear profile. People surveyed internationally stated that other cities were considerably more attractive for living and working. The goal was therefore to use Berlin’s strengths as a chance – and most of all, to let the residents of Berlin speak for themselves.
The strategy has worked: A current image-survey by TNS Infratest showed that today more people surveyed internationally see Berlin as a place for business and as an attractive city in which to live and work than in 2007. Berlin has developed a clear market profile, thanks in particular to the impressive engagement of thousands of Berlin campaign ambassadors. The pollsters summed up that, “(the study shows that) the topics conveyed through the be Berlin campaign are exactly the associations and interpretations now foremost perceived (about the city).”

The be Berlin brand has been successfully established. Individual, successful projects will be further developed as part of the brand campaign for distinguishing the capital and the location.