Germany Trade and Invest

Germany Works Germany-wide campaign

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    Germany Trade and Invest

Why invest in Germany? Our worldwide campaign for Germany Trade & Invest (GTAI) provides the answer: Germany works. Germany fulfils business partners’ and public stakeholders’ requirements for reliability and simultaneously stands for vitality, drive and the spirit of innovation. We communicated this promise through a sophisticated 3D-animated motor that is featured in the campaign film, on the content platform and in various advertising media. We provided the motifs, ranging from life sciences to logistics and environmental technology, with a clearly colour coded branding that firmly links them to Germany as a business location. The motor is powered by the interplay of varied location benefits like quality of life, stability, infrastructure, domestic markets and qualifications. In this way, the campaign provides the many faces of German location marketing with a communicative framework that transcends clichés and positions Germany clearly within the international competition. 

International decision-makers encountered our ads, which were thematically adapted to each context, in media such as CNN, Bloomberg or the Financial Times, as well as in national and international airports.


Sound off
Sound on

“Germany works.” is a clear message and an important promise to international decision-makers. We invented the economy motor as a key visual representing the reliability of the German economy. The concise campaign film with its sophisticated animation shows the advantages of being located in Germany – from the automobile industry to life sciences – in perfectly orchestrated interplay. A clear branding for Germany as a business location.