Don‘t be (sad) Berlin – the capital’s campaign says goodbye.
In 2008 the Governing Mayor of Berlin, Klaus Wowereit brought be Berlin to life. Now, after 12 years it’s time for capital to say goodbye to the campaign. We bid farewell with a review of some highlights:
In its first year be Berlin began regionally: Berliners were called upon to be city ambassadors by telling their own personal stories of success, and shaping the city’s campaign with their own ideas. The hallmark of the campaign became the red frame together with its integrated “three-piece“ of “be…, be…, be Berlin.” Winner of the first competition “Your message for Berlin” was a seventeen year old school girl. Her three-piece: “be unique, be diverse, be Berlin.”
The campaign went international in 2009 with “Place to be”. As part of the “Berlin Days” it visited 18 cities around the world, attracted people to become ambassadors for Berlin. In addition, Berlin and Brandenburg jointly present themselves as the Capital Region and as “the place to be for business” at numerous Berlin fairs all over the world.
In cooperation with 13 well-known Berlin industrial companies the campaign “ich bin ein Berliner“ kicked off at the end of 2010. Focus of the initiative was to present Berlin to the outside world as a modern, future-oriented production location. The industry campaign displayed outstanding products “Made in Berlin“. In 2018 the campaign started its second round with a new look.
„#Berlinproduziert– digital inspiriert“ highlights the high innovative power of Berlin’s industry.
In 2012 ever increasing numbers of people took up the slogan be Berlin literally and seek their fortune by the Spree. All of those planning a Berlin event abroad were supported by ”City of Opportunities: Berlin Live“. In 2015 be Berlin embarked on a world tour with Pop-Up-Labs – interactive laboratories in which almost every aspect of Berlin life could be experienced.
Four out of every five Berliners associate their city with freedom. This special Berlin feeling has been celebrated since the beginning of 2017 with the #FreiheitBerlin campaign. Two years later “#FreedomBerlin for Europe“ called for Berlin’s values for a free, tolerant and open-minded Europe to be defended across the continent.
Since its launch, the capital city campaign has also been a faithful companion for Berlin’s sports events and clubs. This is especially true for the partners of the Sports Metropolis Initiative, a German-wide unique cooperation founded in 2009, bringing together key decision-makers from Berlin’s sport and business communities.
Integration has been a central theme throughout the city’s campaigns. The ”be Berlin-ternational” initiative of 2011 pushed the city’s commitment to cultural diversity to the forefront. In 2015 “alle-helfen-jetzt.de” pledged itself to supporting the arriving asylum seekers by using an internet platform to bring businesses and specially targeted aid projects together. In 2017 State Secretary Sawsan Chebli with the support of be berlin and Berlin celebrities launched the #FARBENBEKENNEN campaign to thank refugees for their commitment to their new home.
Facing increasing infection rates in 2020, the last be Berlin campaign, #BerlinGegenCorona was launched. The campaign was informative and at the same time encouraged active solidarity in the city, leaving the stage with a thought that will be even more strongly represented by the new campaign, “We are one Berlin“.