Putting on My German Contacts

It all starts to finally hit me, “I’m in Berlin,” when sitting still (or unstill) in an IMK classroom as a presentation unravels in an unknown language to me (German) and the desire to want to be able to understand (so badly) the creative solutions presented by the surrounding German students. Sure, I filled in some blanks and picked up on facial expressions, posture, body language, audience reaction, speech, tone, dress, and Norbert’s quick murmured translations (Norbert is part of IMK) better directed this almost live case study; however, I did not know German and had to remind myself.

There were some similarities to the structure of the presentation, but further interesting to me was the opportunity of communicating ideas and proposing real-life solutions with people who not only live in a different location and speak a different language, but study what I do in fact study. And then I ask myself, “Are they really that different?” If so, then why was it so natural and familiar to meet my week’s teammates, exchange contacts and share experiences?

The importance of an intercultural world that can facilitate and exchange ideas is valuable. Within my first days in Berlin, I came across this red logo with a slogan and website contact to then later investigate the purpose of this interactive structure (above), which was red and managed to engage the non-German in German.

I took note to visit the ad’s site www.sei.berlin.de . To my relief an English selection was possible to choose by the url of http://www.be.berlin.de/ . I then read the title, “be Berlin- the city’s marketing campaign,” as I shouted, “Jackpot! X marks the spot!” I became victim to the intended target audience.

At the bottom of the website, I read the slogan: “be open, be free, be berlin,” and discovered the city campaign started in March 2008 by the Berlin Senate and is “set to showcase Berlin worldwide under the slogan “the place to be.” What immediately triggered my attention was that the first stop of the campaign’s international tour is said to be in New York. Why New York? Apparently, this non-German study abroad student chose to visit Berlin and it so happens to be a city that markets internationally! Berlin’s approach at global marketing? Looks like the ideal example of a communication strategy well-executed. Within the very organized site one can take a Berlin Virtual Tour in 3D. “Hey, I’m in Berlin and I think I’m going to take the Virtual Tour too!” This should definitely demonstrate something, but if not then at least the rising power and potential growth of the internet taking over the world through creative facets.

Concluding Thoughts

No matter where one is from, there is the necessity to communicate and different tactics that allow for it. Better said, differences are embraced. I say this because I am the tourist (different-not from Germany) and I am still part of the community and being targeted. Is language truly a barrier when placed in advertisements in Berlin?

The reliability of the internet and using new media and ambient advertising to deliver a message effectively through elements of interactivity, interconnectivity, and community interdependency bring forth a stronger message.