Berlin city marketing
After the fall of the Berlin Wall in 1989, Berlin was in an identity crisis. The city was also virtually bankrupt. Now, almost 35 years later, Berlin has become one of the most popular cities in the world, with not only a rich history, but also a rich cultural offer and place for free-thinkers. How did Berlin achieve this?
Berlin's past, initially seen as an obstacle, actually became one of the most important factors of their city identity. Iconic sites such as Checkpoint Charlie, the Holocaust Memorial and the remains of the Wall became tourist attractions. Another major change was the joint city marketing campaign "Be Berlin" (yes indeed inspired by the Iamsterdam campaign). This ongoing campaign, funded by the Senate and Berlin's business community, aims to reinforce Berlin's positive image and promote the city as a great place to live, work and visit.
Other European cities also put themselves on the map with slogans such as MADrid about you, Totally LondON, Echt Utrecht and Only Lyon. These campaigns helped create strong brand identities for their cities to attract residents, businesses and visitors.
What is Berlin doing for the EC?
During the European Championship, Berlin seizes the opportunity to promote the city extra. The city is organizing special events and activities for soccer fans and other visitors. Berlin is setting up special fan zones where supporters can gather to watch the matches. These zones are equipped with large screens, food and drink stalls and live entertainment.
To showcase the city's rich culture, Berlin hosts concerts, exhibitions and street festivals. This gives visitors a chance to enjoy both soccer and Berlin's culture.... One example is the Dutch supporters today: RTL News shows how tens of thousands of fans are coloring Berlin orange for the match against Austria. In addition, many are taking time to visit historic sites such as Checkpoint Charlie.
Berlin has learned from other host cities
Major sporting events such as the European Football Championship provide an excellent opportunity to use city marketing effectively and increase the star pride and involvement of both residents and visitors. In doing so, Berlin is betting on local culture and has learned from previous host cities. For example, Budweiser's "Rise As One" campaign during the 2014 FIFA World Cup in Brazil failed because it did not connect with local culture and ignored Brazil's national identity. Ukraine's more tourism-oriented campaign for UEFA Euro 2012 also failed, failing to address security and infrastructure concerns, leading to fewer visitors than expected. Coca-Cola's "Real" campaign during the 2002 World Cup in South Korea and Japan was too generic and lacked local relevance, making it difficult to engage locals.
Berlin, on the other hand, manages to create unique experiences by setting up fan zones with large screens and live entertainment, attracting both locals and other supporters. They also emphasize local culture by organizing historical tours and cultural events, allowing visitors to learn about and truly experience the city. In addition, Berlin partnered with local restaurants and stores to create special offers and themed evenings that tie in with the European Championship, creating a welcoming atmosphere and also boosting the local economy. According to Berlin Partner, which unites more than 200 Berlin businesses in promoting the city, this contributes to a positive economic impact and strengthens Berlin's position as a dynamic and welcoming city.
By adopting Berlin's approach, cities can showcase their unique culture and identity to a global audience and generate economic benefits for the local community. Avoiding the aforementioned mistakes and implementing Berlin's strategies will enable cities to put an authentic city on the map well and thus take full advantage of the opportunities presented by large-scale sporting events.