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Back
13 October 2006
Berlin: A Campaign with Special Appeal
The Berlin-based agencies MetaDesign and Johanssen + Kretschmer are currently developing the cultural marketing campaign that Berlin Tourismus Marketing GmbH will use to promote tourism in the German capital. The two agencies have teamed up several times in the past few years, using focused communications strategies to make cultural events into major crowd-pullers.
As part of the campaign for their hometown of Berlin, the communications experts will focus on the city’s cultural diversity. The experience of this diversity is emotionalized in the slogan “Berlin, Berlin, we’re going to Berlin.” The campaign motifs express the authenticity, openness, friendliness and confidence of Berliners, while communicating the city’s special mix of art, culture, counter-culture, experimentation, tradition, diversity, liberty and a rich history. Uli Mayer-Johanssen, founder and executive board member of MetaDesign AG, says confidently: “Berlin’s diverse cultural landscape has incredible potential, which we will use to optimize this powerful brand. It will exert a special fascination.”
MetaDesign has been the leading German agency for corporate identity and branding for many years, and it has rendered outstanding services to the city in numerous Berlin projects in the past. Among other things, MetaDesign developed the corporate design system for the BVG (the city’s transit authority) and the visual identity for both the Berlin Philharmonic and the Berlinale. Working for the Press and Information Office of the State of Berlin, the agency created the Berlin logo that is used by Berlin Tourismus Marketing GmbH and the Berlin Senate. It was also responsible for the communications campaigns of the MoMA and Goya shows as well as the campaign for the Metropolitan Museum of Art’s planned exhibition in 2007.
MetaDesign is synonymous with internationally acclaimed design quality and provides strategic consulting services for complex corporate identity processes. A total of 250 employees work at its offices in Berlin, Zurich and San Francisco, managing the visual identities and brand strategies of clients such as Audi, Volkswagen, Siemens, Deutsche Post, the German federal government, Allianz, RWE and Lufthansa.
Johanssen + Kretschmer Strategische Kommunikation is an owner-managed agency specializing in corporate communications. It develops communications strategies and implements these at an operative level. Its respected clients include major corporations on Germany’s DAX index as well as associations and political organizations. Johanssen + Kretschmer was founded in 2000 and currently has fifty-one permanent employees.
The agency’s most important consulting fields are crisis communications, issues management and public affairs. It also develops integrated concepts for change communications and solutions for special disciplines such as corporate identity and corporate social responsibility.
