Since 2001, the German Academic Exchange Service (DAAD) has been conducting an international campaign for the promotion of Germany as a study location on behalf of and funded by the Federal Ministry of Education and Research (BMBF). Initial campaigns began in 2006 during the FIFA World Cup in Germany, then entitled “Germany – Land of Ideas”. In 2008, the higher education and research marketing campaign “Hi! Potentials – International Careers Made in Germany” embraced a similar approach, adopting the claim “Study in Germany – Land of Ideas”.
Aim and communication strategy
The aim of the campaign is to raise awareness of Germany as an excellent location for higher education studies and to boost the number of highly qualified international students at German higher education institutions. The focus is placed on attracting prospective students and graduates to apply for studies or PhDs in Germany.
The authentic, emotional perspectives of international students convey a true picture of Germany as a study location. At the same time, “Study in Germany” also utilises the DAAD’s broad, cross-media information offering in order to provide prospective students with factual knowledge.
The DAAD also cooperates closely with higher education institutions and representatives of the higher education sector in Germany within the context of the campaign, additionally collaborating with the Federal Foreign Office, the Federal Ministry of Education and Research, the German Rectors Conference, TestDaF, uni-assist and many other cooperation partners (in alphabetical order).
New design #HelloGermany
Since September 29th, 2021 the campaign has appeared in a new, colourful design. The claim #HelloGermany clearly states that Germany welcomes international students with open arms and encourages them to say „Hello“ to Germany. The design will be applied to all campaign products. The well-known logo with the claim „Study in Germany – Land of Ideas“ is still part of the design.
Get in touch