Assessment of the PR strategy by the state of North-Rhine-Westfalia "We love the new". Case study.

2. "We Love The
New"
Theory
• Campaign Mix
• Location-PR
• Definition
• Characteristics
• Stakeholder
• Objectives
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•
•
•
•
•
•
•
•
•
Campagne
Key Facts & Timeline
Testimonials
Country-specific
activities
Globalization
Influences
Success Control
Reactions & Impacts
Conclusion
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3. 02.11.2013
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4. Public
Affairs
Media
Relations
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Online
Relations
Location PR
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5. …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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6. no standardized mass-produced good
bundle of location-specific characteristics
infrastructure
qualified
men-power
tax relief
mentality
distance to
other
locations
climate for
investments
political
framework
market & sales
potential
flex space
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7. competitors
companies,
investors
economy
media
consumer
opinion
leader
politics
residents
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8. profiling & positioning a region within
the international competition
innovative networks &
technologies
corporations
science, research and
development
image & awareness
identification
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10. Timeframe
October 2008 - December 2010
Costs
9 Mio. € during campaign
Agency
Scholz & Friends
Client
NRW.Invest
Participants
66 leading companies from NRW
Countries
China, Japan, Turkey, GB, India
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11. 10/2008
01/2009
03/2009
• campaign starts • 6 more
• international
launch
• 9 advertisements, advertisements
image film &
website
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12. 02.11.2013
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13. Dr. Michael Schädlich &
Karl-Rudolf Mankel (DORMA)
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14. Dr. h.c. August Oetker
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15. Michael Schumacher
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16. Timo Boll
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17. Halil Altintop
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18. Anna Poleska
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19. 3 press conferences
advertisements in media
advertisements on towers
Timo Boll
meeting with 160 students
discussion
world economy
fairness
Ping Pong game
follow-up: EXPO 2010
NRW-week
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20. Prof. Dr. Vahrenholt leads press conference in
Tokyo
not as successful due to Chinese character in
the video as in other countries
erase him completely from the movie?
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21. 2 press conferences in Istanbul
follow-up on Istanbul Fashion Week
very good resonance
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22. advertisements in financial magazines
1 article in Financial Times (England)
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23. 1 press conference
more than 40 reporters
many articles in Indian newspaper
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24. people
gouvernements
companies
international trade & investment
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25. language
website
message,
means,
media
relations
testimonials
technology
movie
local
events
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26. individual
„locationembassador“
news
teaser,
acutal press
release
link to
„successstories“
update about all
PR-actions &
press
conferences
image movie in
country‘s language
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27. .cn
individual
„locationembassador“
news
teaser,
acutal press
release
link to
„successstories“
update about all
PR-actions &
press
conferences
image movie in
country‘s language
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28. commun.
objectives
key message
highly
systematical
approach
personnel
& budget
very professional
structure
creativity:
outsourced
implementation:
inhouse
values &
CC
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emotion &
knowlegde
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29. new investments
jobs
110
4000
105
3000
100
2000
95
1000
90
0
2008
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2009
2010
2008
2009
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30. Turkey:
positive response in media
campaign benefits from
German designers
India:
40 press representatives participate at press
conference
China:
200 press releases
campaign is mentioned in
context of Rüttgers‘ visit
follow-up: EXPO
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31. ambivalent
newspaper:
people can identify
themselves with
the campaign
internet:
citizens disapprove
the slogan
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32. all information disappeared from website
no new information about a NRW-campaign
on the internet
no media response after 2009
success not satisfying?
internal quarrels?
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33. worldwide unique
appearance?
1-voice-policy
accustomed to
local target group
synergies
authentic?
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• consistent homepage
• consistent logo
• message worldwide clear
• international investors
• local investors
• different sectors
• Fashion Week
• EXPO
• ambivalent:
• NRW.invest says yes
• citizen are unsure
• true stories
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36. Aerni, 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
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