Berlin Tourismus Marketing

Berlin is one of the most attractive international cultural cities, drawing millions of visitors each year from all over the world. A cultural-tourism campaign using the football fans' cry of “Berlin, Berlin, wir fahren nach Berlin” (“Berlin, Berlin, we’re off to Berlin”) was designed to get even more people excited about the German capital and to steer a larger number into visiting Berlin’s cultural establishments.

Against this background, a creative concept was designed by Berlin agencies MetaDesign and Johanssen + Kretschmer that stressed the specific character of the city – its particular blend of culture, lifestyle and history – as a unique selling point. The subjects and content of the campaign took into account the demand structure in the tourism markets of origin.

The modular construction of the campaign concept allows for seasonal and market-specific adaptations and – as with the concept for the “WinterZauber” campaign, which has already been run successfully three times – gives Berlin’s service providers, partners in the travel industry and sponsors the opportunity to get involved in the cultural-marketing initiatives.

With its approach of capturing Berlin’s multi-faceted culture in shots of emotional moments – showing a vibrant, fascinating city rather than the standard practice in destination marketing of creating a glossy portrait of the capital – the agencies were able to convince the client, Berlin Tourismus Marketing, and emerge successful from the pitch.