MUNICH Bavaria is the number one start-up location in Europe. It’s now going to be marketed as such internationally too. The campaign is going to consist of a film, website and appropriate promotion in online media and social networks.
The heart of the campaign is a video in which Bavarian clichés are combined with numerous°high-tech examples from Bavaria. The CEO of a fictional foreign start-up based in Bavaria takes us through his office in lederhosen and explains why he deliberately chose this location. The audience is also presented with hard facts about Bavaria. The Ministry of Economic Affairs business promotion agency, “Invest in Bavaria”, opted for a cutting-edge film in order to be noticed despite the information overload and stand out against other image films. The cheeky combination of clichés with high-tech helps to continuously increase the film’s distribution. The campaign website including the film is available online at www.invest-in-bavaria.com/start-ups.
Bavaria's Minister of Economic Affairs Hubert Aiwanger: “The tongue-in-cheek film shows how natural and easy it is to combine a sense of tradition with creativity and modernity. Bavaria is the top ICT location in Europe. Business start-ups need a fertile, lively ecosystem. They need universities, colleges, research institutions and companies with whom they can share experiences and ideas as well as collaborate. That’s why we rely on a Bavaria-wide network of digital incubators and the BayStartUP investor network throughout Bavaria. That's why we invest in research all over Bavaria – in universities and colleges as well as in non-university research. And it works: inventiveness is Bavarian. Well over 15,000 patent applications say it all."