NRW.INVEST Location Marketing


  • Conceptual development and implementation of an international location marketing campaign for the investment location North Rhine-Westphalia

With the slogan “Germany at its best: Nordrhein-Westfalen” the campaign showcases the best performances and achievements of the West German State of North Rhine-Westphalia (NRW). These success stories demonstrate what makes NRW Germany’s most popular location for foreign investors.


The dialogue marketing in the target countries utilizes a combination of classical promotional instruments, such as advertisements, as well as PR measures and marketing partnerships. A photographic advertisement line presents the best performances and their respective industry-specific location factor – focusing on sectors such as logistics, innovative materials, or renewable energy. A typographic design advertises – across all industries – the location’s international flair and showcases the names of foreign companies in NRW by displaying their names before the headline “Germany at its best”. The state’s numerous foreign companies are ultimately its best advertisement. All kinds of companies already based in Germany are represented by the slogan “Germany at its best”, according to each country. The design won the prestigious Nikkei Advertising Award 2011 in Japan.