Be Berlin!!!

People and business leaders throughout Berlin and Germany see Berlin as trendy and full of life. However, abroad it's seen as proficient, orderly and serious. The Nazi regime, World War Two, and Communist East Germany all took their toll on Berlin. Because of these reasons, the city of Berlin and Germany as whole have gotten quite the bad reputation. This makes is hard to promote tourism and the city itself because people in many other countries want nothing to do with Germany.

Berlin Mayor Klaus Wowereit unveiled the "Be Berlin" campaign which was based on the "I Love New York" and "I amSTERDAM" campaigns. This new international campaign to promote the city of Berlin will cost the city 11 million euros. Probably the most famous example of this sort of campaign is the "I Love New York" campaign of the late 1970s.

Berlin is Germany's top destination for tourists, attracting more than 8 million visitors and earning between 8 and 9 billion euros from tourism annually. Berlin wants this campaign to expand this business even further.

A few Berliners have complained that the campaign is in English, not German and have scoffed that the slogan sounds like a stutter. Some people living in Berlin are asking themselves, “What would it mean to be Berlin?”