Berlin promotes itself with a cheeky poster campaign...in Berlin

And in other German cities, too

Residents in Berlin are noticing various posters and billboards that have sprung up around the city since last week. What’s unusual about these posters is that they contain messages promoting Berlin itself, and they try to do it with the dry sense of humour, confidence and irony considered hallmark features of Berliners.

“If we can't get anything together, why is everyone queuing up?”. With flippant remarks, the posters talk about the problems in the capital, which nevertheless attracts many young people with its nightlife. Or with a view to the marathon in September: “Not everything always runs smoothly in Berlin, but the best in the world do”.

Fashion also plays a role: “What's running in Paris and Milan today was already running across Warschauer Street yesterday”, as does science: “Four of the best universities in Germany, five if you count the street.”

The concept also includes slogans in English and other languages. One poster in Turkish reads: “It would actually be a beautiful city... if the winters weren't so long.” Internet channels such as Instagram will also be used to present people, associations and initiatives that are active in the city in short videos.

According to Kai Wegner, the mayor of the German capital, the new campaign has the aim to promote greater cohesion in the city and to better its reputation in other German cities.

An affirmation of unique local identity

The initiative includes the placement of 1,500 billboards containing 15 to 20 messages. In addition, the campaign is also reaching out to the digital sphere with runs on social media channels such as Instagram where there will be videos, too.

However, as mentioned above, the promotional campaign also seeks to grab the attention of the residents of other German cities, such as Munich, Cologne and Stuttgart, as well.

In Munich, Berlin is advertising itself with the phrase: “Here, Bavarians come to take off their lederhosen”, while in Stuttgart the posters read: “Real Swabians are moving here”.

Is Berlin’s reputation really so low in the rest of Germany though? Reportedly, a spokesperson for the city of Stuttgart simply responded to the campaign with the sentence: "Anyone who walks through Stuttgart with their eyes open will find enough reasons not to move to Berlin."