Berlin advertises with ironic posters for cohesion in Germany

Berlin advertises with ironic posters for cohesion in Germany

In a creative approach to promoting the cohesion in the capital, Berlin has launched a new advertising campaign. This extensive Initiative goes beyond the limits of the city and not only addresses the Berliners, but also the citizens of other German cities. The ruling mayor Kai Wegner (CDU) announced that the campaign will be started on Thursday and uses a variety of media forms, including posters, videos and online platforms.

With a wink, the campaign addresses the strengths and weaknesses of the city. Sayings like "If we don't get anything on the line, why are everyone queuing?" Or "not always everything runs smoothly in Berlin, but the best in the world" capture the rough charm of Berlin. Fashion and science also come to the train, one of the posters pointing out that trends that flare up in cities such as Paris and Milan have often been carried before Warschauer Strasse. This ironic presentation should arouse the interest of both the locals and visitors.

posters in other cities

The campaign is not only limited to Berlin. At the same time, posters are also hung in other German cities to polish up the reputation of the capital. In Stuttgart, the slogan "Real Swabians move around" is advertised, while in Cologne a connection to the local football club FC Köln is established with the saying "We have everything, just don't feel in". In Munich, the campaign aims at the Bavarian way of life and advertises with "Here Bayern take off the lederhosen". A total of 1,500 poster areas in different cities should all point out in Berlin to convey a positive picture.

With a budget of 1.5 million euros, the campaign is to be extensively funded. Of these, 800,000 euros come from the state of Berlin itself and 700,000 euros from the "Partner for Berlin" economic community. Dominic Czaja from the advertising agency Dojo, which is responsible for the campaign, describes it as a refreshing, blunt expression that is supposed to "sound to Berlin". The ruling mayor Wegner emphasizes the need to build up the pride in the city and promote cohesion, especially in view of the critical moods that the capital is sometimes shown by other parts of the country.

Special attention also applies to the various language versions of the slogans; In addition to German, English and Turkish versions are also used in the campaign. An example of the multilingual address is the Turkish saying: "Actually, it would be a beautiful city ... Winter would not be so long." This approach is intended to address a broader target group to strengthen the image of Berlin.

The campaign falls during a time when Berlin has to deal with a growing number of tourists who have an increase in the previous year for the first half of 2024. Although the expectations of the European Football Championship were not fulfilled by the hotel and travel providers, the new advertising campaign shows the will of the city to claim their positive image both nationally and internationally.

With this strategy, Berlin hopes not only to encourage the locals, to be proud of their city, but also to lure new visitors into the pulsating metropolis and to celebrate the cultural diversity that makes the city unique. The campaign is a step that emphasizes the resilience and character of Berlin and at the same time has an open ear for the legitimate reviews.

- Nag