We love the new

International Public Relations

10.04.2023 Geschwind, Lühmann, Strobel | International PR

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AgendaTheory

• Campaign Mix• Location-PR

• Definition• Characteristics• Stakeholder• Objectives

"We Love The New"• Campagne• Key Facts &

Timeline• Testimonials• Country-specific

activities• Globalization• Influences• Success Control• Reactions &

Impacts• Conclusion


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First Impression


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Campaign Mix

Location PR

• International• China, Japan,

GB, Turkey, India

Public Affairs

• Trade Unions• IHK

Communit

y PR

• Podium Discussions• China

Media Relations

Online Relation

s


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Location PR…refers to planning, organizing, performing and controlling strategies that aim to strengthen a regions competitive position within the international fight for attractive target groups


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Characteristics: Location

no standardized mass-produced goodbundle of location-specific characteristics

flex space infrastructure

qualified men-power

tax relief mentalitydistance to

other locations

climate for investments

political framework

market & sales

potential


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Stakeholder

competitors

companies, investors

consumer

politics

residents

opinion leader

media

economy


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Objectivesprofiling & positioning a region

within the international competition

innovative networks & technologies

corporations

science, research and development

image & awareness

identification


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The Campagne


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Key FactsTimeframeOctober 2008 - December 2010

Costs9 Mio. € during campaign

AgencyScholz & Friends

ClientNRW.InvestParticipants: 66 leading companies from NRWCountriesChina, Japan, Turkey, GB, India


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Timeline

10/2008

• campaign starts• 9 advertisements,

image film & website

01/2009

• 6 more advertisements

03/2009

• international launch


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Testimonials Prof. Dr. Fritz

Vahrenholt (RWE)


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TestimonialsDr. Michael Schädlich & Karl-Rudolf Mankel (DORMA)


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TestimonialsDr. h.c. August Oetker


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TestimonialsMichael Schumacher


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TestimonialsTimo Boll


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TestimonialsHalil Altintop


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TestimonialsAnna Poleska


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China3 press conferencesadvertisements in mediaadvertisements on towersTimo Boll

meeting with 160 studentsdiscussion

world economyfairness

Ping Pong game

follow-up: EXPO 2010NRW-week


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JapanProf. Dr. Vahrenholt leads press conference in Tokyonot as successful due to Chinese character in the video as in other countries

erase him completely from the movie?

10.04.2023 21

Turkey2 press conferences in Istanbulfollow-up on Istanbul Fashion Weekvery good resonance

Geschwind, Lühmann, Strobel | International PR


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Great Britain, Europe & USA

advertisements in financial magazines1 article in Financial Times (England)


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India1 press conference

more than 40 reporters

many articles in Indian newspaper


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Globalization

people gouvernements companies

international trade & investment


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External Influences - Differentiation

message, means, media relations


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www.welovethenew.de

individual „location-

embassador“

link to „success-stories“

update about all PR-actions

& press conferences

image movie in country‘s language

news teaser, acutal press

release


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www.welovethenew.cn

individual „location-

embassador“

link to „success-stories“

update about all PR-actions

& press conferences

image movie in country‘s language

news teaser, acutal press

release


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Internal Influences - Standardization

Commun. Objective

s Key

Message

Personal & Budget

Structure

Values & CC

highly systematical

approach

very professional

creativity: outsourced

implementation: inhouse

emotion & knowlegde


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Success Control

2008 2009 2010

92

94

96

98

100

102

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106

108

110

new investments

2008 2009 2010

0

500

1000

1500

2000

2500

3000

3500

jobs


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Reactions- abroad

Turkey: positive response in media

campaign benefits from German designers

India: 40 press representatives participate at press conferenceChina: 200 press releases

campaign is mentioned in context of Rüttgers‘ visitfollow-up: EXPO


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Reactions-

ambivalentnewspaper: people can identify themselves with the campaign

internet: citizens disapprove the slogan

- in Germany


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Further Impactsall information disappeared from websiteno new information about a NRW-campaign on the internetno media response after 2009

Success not satisfying?

Internal quarrels?


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Conclusion•C

onsistent Homepage

•Consistent Logo

Worldwide unique

appearance?

•Message worldwide clear

1-voice-policy

•International Investors

•Local investors

•Different sectors

Accustomed to local target

group

•Fashion Week

•EXPO

Synergies

•Ambivalent:•N

RW.invest says yes

•citizen are unsure

Authentic?


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Any Questions?

Thank you for your

attention.


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ReferencesAerni, M.; Bruhn, M.: Integrierte Kommunikation: Grundlagen mit zahlreichen Beispielen, Repititionsfragen mit Lösungen und Glossar. Zürich (2008)

Balderjahn, I.: Standort-Marketing. Stuttgart (2002)

Berger, H.: Kommunikationskonzept für den Landkreis Göppingen. Diplomarbeit. Göppingen (2007), abgerufen am 12.05.2011 unter <http://opus.bsz-bw.de/fhnu/volltexte/2007/724/pdf/Diplomarbeit.pdf>

Gespräch mit der Agentur Scholz & Friends

NRW.Invest, abgerufen unter <www.nrwinvest.com>

o.V.: Kampagne für NRW. Investoren aus Europa und Asien im Visier. In: Aachener Nachrichten. 29.10.2008

o.V.: NRW wirbt für sich. In: Rheinische Post Nr. 252. 28.10.2008

o.V.: NRW wirbt im Ausland. Mit Liebe für das Neue Standortkampagne mit Budget von drei Millionen Euro jährlich startet in vier Ländern. Zielgruppe sind Investoren.In: Aachener Zeitung. 29.10.2008