The innovative heart of Europe beats in North Rhine-Westphalia – that is the central message of the state's new international location marketing campaign. Economic and Digital Affairs Minister Prof. Dr. Andreas Pinkwart and Felix Neugart, CEO of the state-owned Trade & Investment Agency NRW.Global Business, presented the campaign today (December 3, 2021) in Düsseldorf and presented a new film for North Rhine-Westphalia as a business and innovation location as its centerpiece. With the claim "Europe's Heartbeat", the state will in future be targeting foreign investors internationally.
Minister Pinkwart: "North Rhine-Westphalia is the center of Europe: Our state stands for free trade and open-mindedness and acts as a heart chamber for the European economy with enormous innovative power and connectivity. It is from this that we derive our brand promise: North Rhine-Westphalia is where Europe's heart beats. The importance of such a campaign should not be underestimated, as the presentation to representatives of German and American business community in the U.S. capital Washington showed: It carries the qualities of our location to the world."
As part of the promotion of foreign trade, the location marketing of NRW.Global Business is focusing on innovation topics such as new mobility, smart manufacturing, artificial intelligence and cyber security in the first phase of the campaign. The new location film, additional short films on key topics and various advertising and banner motifs set the scene for "Europe's Heartbeat".
The protagonists of the location film are companies based in North Rhine-Westphalia as well as research and educational institutions whose know-how exemplifies the innovative strength of the state. These include Heinrich Heine University in Düsseldorf, the Jülich Supercomputing Center (JSC) at the Forschungszenrtrum Jülich, the household appliance manufacturer Miele, the Israeli artificial vision specialist Orcam Technologies and the Chinese automotive supplier Yanfeng.
Neugart: "Our campaign with the new location film tells stories about the opportunities that our business location offers the world. The focus is on the innovative strength of our companies, the open mindset of the people and their high qualifications. Our campaign tools embody a fresh look with which we present North Rhine-Westphalia's image to the world in a modern and self-confident way. We started in the focus markets of the USA, China and the UK, and from next year we will roll out "Europe's Heartbeat" worldwide."
The campaign and location film were conceived and produced by the Serviceplan agency group in collaboration with Tony Petersen Film GmbH and directed by Bastian Glaessner.