Exchange on “Place Branding”
between Georgia and Germany
Exchange on „Place Branding“ between Georgia and Germany Seite 2
Photos: Title: Georgian National Wine Agency and Georgian Wine Association · Deutschland - Land der Ideen/Christof Rieken
Promoting sustainable relations with Georgia
Close and trustworthy relations between Germany and Georgia have an almost 200-year tradition. In Germany, President
Shevardnadze’s contribution to German reunification in peace and freedom remains unforgotten. Against the backdrop of
the EU Association and Free Trade Agreement, Germany would like to continue to accompany Georgia along its path of
reform.
On the initiative of German Federal Foreign Minister Frank-Walter Steinmeier, “Germany – Land of Ideas” is implementing a
German-Georgian exchange of expertise to support Georgia in its place-branding activities and positioning on the German
market. The goal is to establish long-term structures of cooperation and lasting dialogue between experts from both countries.
In this context, in 2015 two delegation journeys were carried out to Berlin and Tbilisi.
Place Branding dialogue in Berlin
Each country possesses specific economic, geographic, and
cultural factors that characterize its image. Georgia’s reputation is
primarily marked by its impressive countryside, its diverse touristic
offers, its high-quality agricultural products, and its millennia-old
winemaking tradition. Therefore the “Germany – Land of Ideas”
initiative received a delegation of ten high-ranking participants
from the fields of “agriculture” and “tourism” in Berlin for the
German-Georgian place-branding exchange. The Georgian
experts used the trip to exchange experiences and
knowledge and to discuss new kinds of German-Georgian
economic cooperation.
Ariane Derks, Managing Director of the “Germany – Land of
Ideas” initiative, and Anke Müller, Head of Project Management,
presented Germany’s place-branding activities and together with
the Georgian experts investigated two central success factors for
efficient location marketing:
n Exploitation of major events with an international scope and
the media attention they draw
n Integration and cooperation with all stakeholders relevant
for the country’s image and the related usage of synergies
for uniform place branding
Experts discuss on the topic of
Place Branding in the Adenauersaal at Federal Foreign Office.
For Georgia, the Guest of Honour
appearance at the 2018 Frankfurt Book
Fair is such an event that can be used for
an integrated presentation in Germany.
In order to develop positioning
possibilities on the German market, Anja
Kirig, a trend researcher at the Zukunftsinstitut, explained the social megatrend
“neo-ecology” and its effects on consumer
behaviour and markets. The megatrend
reflects the changes that can be
observed on the road to a resourceefficient, conscious, and sustainable lifestyle of German consumers. In the SWOT
analysis built on this, the delegation
identified the overriding topic of
“sustainability” as a possible field of
positioning for Georgia, as the demand
in Germany for both corresponding
touristic offers and for biological agricultural products is high and Georgia has
strong offers in these sectors.
Christian Baier (Head of
Marketing and Corporate
Strategy of Bio Company)
gives information about the
marketing of organic food
in Germany.
The workshops on the subject
of ‚Place Branding‘ were very
inspiring for the Georgian Delegation. As we are developing the Georgian
National Tourism Strategy to 2020 right now,
we were able to use some valuable learnings
already.
Photos: Deutschland - Land der Ideen/Christof Rieken · Anna Kekelia: Georgian National Tourism Administration
In the days to follow, a visit to an
organic supermarket and talks with
German winemakers were on the agenda
to give the Georgian delegation ideas for
wine marketing in Germany. As a bestpractice example of the successful sale of
organic food, the group visited the ecovillage Brodowin in Brandenburg.
Anna Kekelia, Head of Brand Development Division, Georgian National Tourism Administration
At the end of the
four-day exchange
of expertise, the
Georgian group
discusses first results
with the Georgian
Prime Minister Giorgi
Kwirikaschwili.
Representatives of the state of Saarland
welcomed the group on the occasion
of the 40th anniversary of the twinning
partnership between the cities of Saarbrucken and Tbilisi. During the reception at
the Permanent Representation of Saarland
in Berlin, the historically evolved relations
between Germany and Georgia were
discussed and respective measures for
economic development and tourism
promotion discussed.
To conclude the four-day exchange of
expertise, the group presented the results to Federal Foreign Minister FrankWalter Steinmeier and Prime Minister
Giorgi Kvirikashvili and discussed the
future
development
of
economic
cooperation between Germany and
Georgia with them.
Diana Körner (Associate at
mascontour – Sustainable Tourism
Consulting & Communication)
develops various approaches for
the positioning of Georgia as a
sustainable tourism destination on
the German market.
Federal Foreign Minister Frank-Walter Steinmeier and Ariane
Derks in conversation with the Georgian Delegation.
Exchange on „Place Branding“ between Georgia and Germany Seite 4
“Georgia can be a bridge between Europe and Asia”
Photo: Auswärtiges Amt
German Federal Foreign Minister Frank-Walter Steinmeier and Georgian Prime Minister Giorgi Kvirikashvili foster close bilateral
relations. In an interview, they talk about strengths and challenges facing the country in the Caucasus.
What strengths does Georgia have
for the German market and German
investors?
Giorgi Kvirikashvili: The most recent
reforms have established a liberal, stable,
secure, corruption-free business environment, which – coupled with its favourable
geographic location – make Georgia an
attractive investment location. This is
confirmed by its leading positions in many
international rankings.
The good business climate is characterized by a simple tax system and customs
administration, the country’s corruption-free
and business-orientated government, as
well as its stable bank sector and the
double taxation agreement with 44
countries. The most important economic
sectors in which foreign investments flow
directly are energy, industry, agriculture,
tourism, the chemical industry, food processing, transport, the finance sector and
logistics.
Frank-Walter Steinmeier: Georgia has a
strategic geographic position. It can be a
bridge between Europe, Asia, and Turkey
and is only a three-hour flight from us. The
EU Association Agreement is a milestone
in customs and legal alignment and can
be leveraged by German and European
investors.
Since it achieved independence in 1992,
Georgia has developed and changed
remarkably. Today it has a well-educated population that is open to the world,
that can speak several languages, and
that is looking to Europe. Not to mention
the country’s wonderful southern climate,
fertile soil and centuries-old winemaking
tradition.
Which weak points do the countries
have to overcome together?
Frank-Walter Steinmeier: Naturally, Georgia still faces great challenges. Overall,
the economic integration between the
countries in the South Caucasus has still
not lived up to its full potential. And the
country’s exchange with Russia, Central
Asia, and the emerging nation of Iran
should be furthered.
Some investors complain about a lack
of specialized workers or insufficient
legal security. In these fields, in particular,
Germany can provide solutions and is
doing so within the framework of its development policy. Today investors from
Germany can be advised and supported
in a first-class way from both the Georgian
and the German sides.
Giorgi Kvirikashvili: The Georgian
government’s economic policy aims to
develop a free, fair, comprehensive,
sustainable market. We are currently
implementing comprehensive legal and
institutional reforms in order to create free
competition, to protect intellectual and
private property and to guarantee people
free access to the justice system.
A key element is activation of our
export potential and, coupled with this,
promotion of access of regionally
produced goods to foreign markets.
So that goods produced in Georgia
completely meet the requirements of
European consumers, we are engaging in
Exchangeon„PlaceBranding“betweenGeorgiaandGermany
exchange with our European partners in
order to learn from their experiences.
Photos:Map:Shutterstock/Jktu_21
What has the exchange of expertise on
Place Branding with the “Germany –
Land of Ideas” initiative developed for
Georgia so far and how can this be built
on?
Giorgi
Kvirikashvili:
We
greatly
welcome the efforts of the German
government because our aim is to attract
more German investors. I therefore hope
that the joint project of the German Federal
Foreign Office and the “Germany
– Land of Ideas” initiative makes an
important contribution towards the
development of our business sectors
of energy, agriculture, tourism and many
other areas.
Apart from the close economic ties,
German-Georgian relations encompass
many other areas. It is no accident that
we declared 2017 to be the year of
German-Georgian friendship, as in
this year we will celebrate the 200th
anniversary of Swabians settling in
Germany. I am following the preparations
for the different cultural events with great
joy.
Frank-Walter Steinmeier: Like Germany,
Georgia has a wide variety of
associations, chambers, companies, and
government agencies that are involved in
reputation building. I can envision even
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more cooperation and synergy effects in
this sphere.
While preparing for the 2006 World
Cup campaign of “Germany – Land
of Ideas” in our own country, we saw
first-hand how important it is for all participants to pull together and work in collusion for a successful presentation of the
country. The 2018 Book Fair with Georgia
as the Guest of Honour offers a unique
opportunity for presentation that should
definitely be taken advantage of.
Exchange on „Place Branding“ between Georgia and Germany Seite 6
Delegation trip to Tbilisi
Photos: above: shutterstock/Tracy ben · below: Slow Food Deutschland e. V.
In December, a group of German experts travelled to Tbilisi to intensify the contacts made in Berlin and to create a lasting dialogue. In lectures, discussion groups, workshops, and excursions revolving around best-practice examples from tourism and agriculture, the German and Georgian participants continued their exchange of experiences and knowledge.
Picking up on the results of the workshops in Berlin, the planning
exchange, and knowledge transfer between tourism operators
for Georgia’s appearance as the Guest of Honour at the 2018
distributed across Georgia.
Frankfurt Book Fair was a top priority. From the point of view of
In a roundtable discussion, Dr. Ursula Hudson, President of Slow
an integrated place-branding approach, Georgia’s appearance
Food Germany, talked in depth about Georgian agricultural
at the fair offers an excellent opportunity to present its full
products and the country’s millennia-old viniculture. In a
range of cultural, culinary and touristic variety in Germany. Tobias
brainstorming session, the group developed ideas for markeVoss, who is the director of the Frankfurt Book Fair’s international
ting Georgian organic products on the German market and
section and has years of experience in supervising Guest of
presenting them at relevant trade fairs.
During the final days, the delegation made excursions to
Honour countries, advised: “It is important for Georgia to
develop a clear core message. The visual presentation and all
best-practice operations in the wine-growing district of Kakheti
communications measures should follow this guiding principle.”
during which the German experts gathered new insights, ideas,
Dr. Medea Metreveli, Director of the Georgian National Book
and contacts for sustainable exchange with their Georgian
Centre, used the panel of experts to inform participants from
counterparts.
publishing and wine tourism about the current state of planning
of the presentation of the Guest of Honour. The aim is to draw
attention to Georgia throughout Germany all year long going
beyond the exhibition grounds of Frankfurt Book Fair. In the
subsequent discussion the participants came up with initial ideas
about how the culture and book industry,
The trip inspired me to offer Georgia together with the agriculture and tourism
the opportunity to be the Guest of sectors, can ensure an integrated and
Honour at our ‘Market for Good Taste’
varied representation of the country.
trade fair. Our visits to small organic
The German tourism experts Diana Körfarms showed the wealth of grain ner (consultant for Sustainable Tourism at
varieties
and
wide range of natural wines in the
mascontour) and Dr. Gerhard Bartsch
country. We want to help this culinary world
(the founder and Managing Director of
heritage become more well known in Germany.
TransCielos), along with Georgian specialists,
developed new approaches for sustainabDr. Ursula Hudson, President of Slow Food Germany
le touristic offers in Georgia. Methods were
discussed that can improve networks,
Exchange on „Place Branding“ between Georgia and Germany Photos: Lectures Metreveli and Voss: Georgian National Book Center · Audience: Georgian National Book Center · Wine making: Deutsche Botschaft Tiflis and Deutschland – Land der Ideen · Hudson and Dundua: Deutsche Botschaft Tiflis
Tobias Voss (Frankfurt Book Fair) during his
lecture about the Georgian Guest of Honour
appearance in 2018.
The German Delegation listens to the lectures in the workshop: Diana Körner (mascontour), Dr. Gerhard Bartsch
(TransCielos), Dr. Ursula Hudson (Slow Food Germany),
Tobias Voss (Frankfurt Book Fair).
The German group takes
a look at the traditional
Georgian bread oven in
the Guest and Wine House
Gurjaani.
Roland Burdiashvili (Managing Director of Schuchmann Wines Chateau)
explains the traditional Georgian wine making, which is typical for the orange coloration: the wine originates through fermenting in a clay-jug – the
so called Quevri – followed by a three- to four-month mash storage.
German-Georgian Dialogue: Dr. Ursula Hudson (Slow Food
Germany) and Tamaz
Dundua (Biological Farming
Association ELKANA) in
conversation.
The German delegation helps making the Georgian candy
speciality Churchkhela (walnuts covered with a grape juice
coating)
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Exchange on „Place Branding“ between Georgia and Germany Seite 8
The organisations that participated in the German-
Georgian Exchange on “Place Branding”:
German Federal Foreign Office · Embassy of Georgia in Germany
German Business Association in Georgia · Zukunftsinstitut –
International Society for Future and Trend Consultancy · The Eastern
Europe Business Association of Germany · German Chambers of
Commerce and Industry · Bio Company · Eco Village Brodowin ·
Vineyard Horst Hummel Villány-Berlin · The Permanent
Representation of Saarland in Berlin · German National
Tourist Board · Slow Food Germany · mascontour – Sustainable
Tourism Consulting & Communication · TransCielos Representative
European Tourism Market · Frankfurt Book Fair · Georgian
National Book Centre · Georgian Wine Association · Biological
Farming Association ELKANA · Export Development Association · Business Association of Georgia · Eco Tourism Development
Center · Incoming Tour Operators · Georgian National Tourism
Administration · Georgian Chamber of Commerce and Industry ·
Administration of the Government of Georgia · Enterprise Georgia ·
Mountain Guides Association · Schuchmann Wines Chateau
“Germany – Land of ideas” is the joint place-branding initiative of the
German Federal Government and German business and industry,
represented by the Federation of German Industries (BDI). Since 2005,
the initiative has advertised Germany’s attractiveness as a location and
helped raise awareness of innovations from all spheres of society at
home and abroad.
Photo: Deutschland - Land der Ideen/Christof Rieken
In the last ten years, the “Germany – Land of Ideas” initiative has linked
together a diverse network of innovative projects and creative minds.
Not least due to the “Landmarks in the Land of Ideas” competitions and
the organisation’s many years of cooperation with representatives from
business, politics, and science, the initiative possesses a rich fund of
more than 3,000 outstanding projects from all areas.
The initiative offers institutions from Germany and abroad access to this
network and conceives special forays into future themes that distinguish
Germany as a location - for example the german energy turnaround,
Industry 4.0, the dual educational system, small and medium-sized
companies, and much more. If you are interested in making a thematic
foray with “Germany – Land of Ideas,” please do not hesitate to contact us at info@land-der-ideen.de.
Transmitting the
German megatrends ‘Sustainability’ and ‘Neo ecology’ on the nation
branding potentials that Georgia
has, gave me new ideas for the
marketing of biological foods.
Tamaz Dundua, Program Manager,
Biological Farming Association ELKANA
Impressum
Deutschland – Land der Ideen
Land der Ideen Management GmbH
Kurfürstendamm 21
10719 Berlin
Tel.: +49 30 - 206 459 - 0
Fax: +49 30 - 206 459 - 168
E-Mail: kontakt@land-der-ideen.de
www.land-der-ideen.de
V.i.S.d.P.:
Ariane Derks
Redaktion:
Presseteam
Land der Ideen
Management GmbH
Gestaltung:
Jutta Schlotthauer