Germany's Image Not World Cup-Ready
June 17, 2005
Beginning this week in a nook of Grand Central Station in New York City, a small stand containing television monitors has begun broadcasting images out of "Germany -- the Land of Ideas."
The broadcasts are the humble beginnings of a joint campaign by the government and German industry to promote the country ahead of the World Cup. The point of "Germany -- Land of Ideas" -- launched by Interior Minister Otto Schily on Tuesday -- is to spread an image of Germany as a place of innovation and ambition, not a country battling unemployment and stagnant growth rates.
"It's fantastic that the government and industry are working together, to promote Germany," said Schily, kicking off the event.
That, at least, was the idea. Companies like Deutsche Telekom, BASF, Lufthansa and Deutsche Bank have signed on to the campaign, supporting it with a total of 7.5 million euros. But officials said at least 10 million euros are needed for events like the "Walk of Ideas" which will feature sculptures of inventions Made in Germany. And that's where the problems begin.
One of the ideas was to place a concept car in front of the Brandenburg Gate, to point out the fact that the car was invented in Germany. But none of the country's carmakers have signed on to the campaign.
Porsche hits the brakes
Porsche, which promised 1 million euros, pulled out of the promotion on Wednesday. Porsche president Wendelin Wiedeking, angry over a comment made by the former German Industry Association head in a newspaper interview, withdrew his company's support.
"We had a tough start," said Schily in a newspaper interview on Wednesday. "But the project has developed well. I find the main idea very good ... the self-confidence that we as Germans are allowed to have comes through in this phrase(Land of Ideas)."
The campaign will really get going in a few months. In the meantime, "Land of Ideas" will make small starts, like the stand in New York City -- part of a Germany Month already taking place Gotham. The organization in charge of the campaign, given the sporty name FC Deutschland 06, is at the moment accepting applications from cities and business around the country who want to particpate in "365 places in the Land of Ideas," a initiative that will highlight successful ventures or city intiatives throughout the country. The plan is to introduce one project every day for the next year until the World Cup starts.
"I think we have many reasons to be proud of our country," said Schily.