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Location marketing.

Attractive location Bonn

Bonn is an attractive business and science location. Many important national and international companies are based in Bonn. The headquarters of the global corporations Deutsche Telekom and Deutsche Post DHL Group, the offices of ministries or federal authorities, UN secretariats and many research institutes are located in Bonn. The USP (Unique Selling Point) of the location thus lies in its internationality. The strength of the service sector and the pronounced knowledge-intensive and technology-oriented services are also outstanding in Germany.

International location marketing

Location marketing aims to position Bonn and its strengths as a business location both nationally and internationally. The fields of action of location marketing include attracting and accompanying companies and investors through targeted measures. The Economic Development Office organizes events, often with marketing partners such as NRW Global Business and consulates. The support of international business delegations is just as much a part of the location marketing activities as the targeted development and maintenance of national and international networks. Another important and supporting component is marketing communication. 

Location marketing in 2020

Corona and marketing - this combination required a new form of creativity in 2020. Location marketing thrives on direct communication. Good personal relationships and the establishment and maintenance of personal contacts are essential in the context of sales. The year 2020 changed things. Direct meetings were replaced by virtual events. Site presentations took place online. Even if direct contact cannot always be replaced by virtual meetings, online/hybrid formats will continue to play a role in location marketing in the future. 

All Access Bonn: Bonn successfully applies for European Meteorological Office ECMWF

The German government was able to score points with Bonn in its bid for the new EU branch of the European Meteorological Office ECMWF. The internationality of the location and the city's experience with international settlements convinced the selection committee. The ECMWF headquarters in Reading near London has to establish a branch in the EU due to BREXIT. The federal government was able to prevail with the Bonn application against eight other attractive European cities. The international location marketing supported the application with extensive information about the location and the international job market. 

In the current relocation process of the European Meteorological Office, the responsible persons and the employees of the ECMWF are being comprehensively supported by the administration. For this purpose, the Economic Development Office, together with other city officials, is in constant exchange with the partners in Reading. A landing page specially developed by the city of Bonn for the ECMWF provides employees with comprehensive and constantly updated information. Digital information events organized by the business development department's location marketing department provide relocating employees with direct, first-hand information, for example on the German banking system or tax system. In addition, the administration has set up a Welcome Service in the Office of International Affairs and Global Sustainability specifically for ECMWF employees, which is always on hand to provide advice and assistance to employees and is supported by Location Marketing as needed. 

Regional Economic Marketing

The federal city of Bonn benefits from its central location in the expanded Europe of the regions and, together with the Rhine-Sieg district and the Ahrweiler district, forms a dynamic development area with over one million inhabitants. The region has successfully advanced the structural change from a capital region to an internationally oriented economic and scientific region and is considered a dynamic growth area. The regional economic marketing is financed by the three regional authorities of the city of Bonn, the Rhein-Sieg district and the Ahrweiler district and has the objective of acquiring business settlements and investments and promoting the Bonn region as a business location. Various instruments are used, ranging from print products to trade fair appearances and corporate events. In this way, the different facets of the economic region and its potential are presented. The foundation stone for joint marketing was laid in 1991 with the Bonn/Berlin resolution. The lead management of the regional economic marketing lies with the business development department of the city of Bonn.

Expo Real / mipim

The Bonn region regularly presents itself at the leading European trade fair for commercial real estate "Expo Real" in Munich. The offers range from attractive business parks to real estate projects and service offers of the real estate industry. As part of the regional economic marketing, a joint stand has been organized at this trade fair since 1999 and the potential of the Bonn region for real estate investments has been advertised. In addition, Bonn is represented at the MIPIM, an international real estate trade fair in Cannes. Since 2012, Bonn has been a co-exhibitor at the joint stand of the state of NRW.

Mrs. Frauke Jenke
Mr. Thomas Poggenpohl

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