Berlin Partner – #weberlin
Mission:
Berlin Partner drives the city’s economic growth by promoting business, technology, and innovation while showcasing the capital’s advantages to companies, investors, and talent.
Under the hashtag #wirberlin, Berlin Partner also leads the communication for the city’s current campaign.
The Berlin campaign highlights the seemingly contrasting elements that collide within the capital, shaping its unique identity. Every individual in Berlin contributes to what makes the city what it is—tolerant, diverse, and vibrant.
This message aligned perfectly with the 2023 Festival of Lights theme, Colours of Life, reinforcing the goal of further raising awareness of the Berlin campaign both within and beyond the city.
Implementation:
Renowned video artists creatively reinterpreted the #wirberlin campaign in a stunning video mapping clip. The Berlin Bear took center stage alongside iconic Berlin imagery, making a powerful visual statement.
No location was better suited for the presentation than the Berlin TV Tower, with its striking presence towering over the city. The tower itself became a “beacon” for the Berlin campaign, culminating in a spectacular finale where the campaign’s hashtag, #wirberlin, lit up in dazzling display.
Success: Brand Mission Accomplished!
Three million people experienced the impressive illumination live, while millions more worldwide engaged with the #wirberlin campaign through the festival’s online channels.
The Berlin Partner initiative was further amplified by extensive social media activities and high-profile promotion through the Festival of Lights Multi Media Channel, reaching a global audience of billions.