The international location marketing campaign "Germany at its best: Nordrhein-Westfalen"
Since 2011 the state of North Rhine-Westphalia, NRW.INVEST and other regional partners have been targeting foreign investors using the slogan "Germany at its best: Nordrhein-Westfalen". This international advertising campaign builds on Germany's strong image in the world and positions North Rhine-Westphalia as the country's No. 1 investment location. North Rhine-Westphalia is synonymous with outstanding achievements across a wide range of different sectors.
The join-in campaign
This campaign focuses on outstanding achievements in the field of business, science, culture and sports – achievements that prove NRW's superiority in numerous different spheres. Local citizens, businesspeople, scientists, inventors and other personalities have an opportunity to present their outstanding achievements in a national, European and international context.
At present more than 350 top achievers are participating the campaign. In addition, the campaign is supported by municipalities and regions throughout North Rhine-Westphalia. "Germany at its best: Nordrhein-Westfalen" showcases the top achievements at publicity events in the target countries, in advertisements, in press and media activities and in various channels targeted at decision-makers in the business and policy-making communities – in Western Europe, North America, China and Japan.
In May 2013 the Essen-based Klartext Verlag published a bilingual (German-English) illustrated book featuring the top 100 participants in the location marketing campaign. A new edition is planned. "Germany at its best: Nordrhein-Westfalen" has already made a strong international impact. In 2011, for example, the campaign won the Japanese Nikkei Advertising Award. A recent survey revealed that, after just four years, the "Germany at its best" campaign has boosted the public awareness and appeal of the "North Rhine-Westphalia" brand within the target audience. Bolstered by this campaign, NRW has enhanced its position as Germany's No. 1 business location for international investors. For further information on the campaign, visit: www.germanyatitsbest.de
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