Germany consistently ranks among the world's top three merchandise exporters. Yet its deep-tech innovation ecosystem remains systematically under-communicated in international markets. We exist to close that gap.
Centuries of engineering precision - from Gutenberg's press to today's Industry 4.0 - give Germany an unmatched manufacturing DNA that its startups inherit by default.
The Max Planck Society, Fraunhofer Institutes, and Germany's 400+ universities produce more engineering PhDs per capita than any comparable economy. This is where frontier tech begins.
A €60M nation branding campaign deployed across LinkedIn, CNN International, Bloomberg TV, Airport DOOH, and global trade fairs - targeting investors, partners, and talent across 140+ markets.
Benchmarked against the UK GREAT campaign (ROI: £1:£10.6), our target is ≥20% FDI growth within three years - bringing annual inflows to ≥€52 billion.
The campaign reaches three distinct audiences — investors, trade partners, and global talent — through seven channel categories, each selected for its fit with a specific communication objective. Channel mix and cost benchmarks are drawn from verified 2024–2025 market data.
Modelled on the UK GREAT campaign — which delivered £1 return for every £1 spent at a 10.6× ratio — Germany's nation branding strategy targets measurable FDI growth and B2B engagement.
LinkedIn, Bloomberg TV, CNN International, Airport DOOH. Reaching C-suite decision-makers where they consume business intelligence.
Hannover Messe, CES, trade delegations. The highest-conversion channel for B2B relationships — Germany already dominates; now we make it visible.
Instagram, TikTok, YouTube. Germany's innovation culture must be visible to the next generation of global researchers, engineers, and founders.
Three audiences. Three creative executions. One campaign.
Campaign formats for Airport DOOH and print channels
Airport DOOH and print executions — part of a 7-channel campaign reaching 2B+ annual impressions.
