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| (from left): Jürgen R. Thumann, President of the Federation of German Industry (BDI) and chairman of the ‘Germany – Land of Ideas’ steering committee. Dr. Karl Hans Arnold of the Federal Association of German Newspaper Publishers (BDZV), Dr. Annette Schavan, Federal Minister of Education and Research, Dr. Frank-Walter Steinmeier, Foreign Minister, Dr. Tessen von Heydebreck, German Banking Association |
2007/09/20
Minister Schavan joins the “Germany – Land of Ideas” steering committee
Berlin, 19 Sep 2007 – Dr. Annette Schavan, Federal Minister of Education and Research, has taken a seat on the steering committee of the “Germany – Land of Ideas” association.
In a joint session, the nation-branding initiative’s steering committee, board of trustees and general meeting, thus established its long-term activities on an even broader basis.
The German government is represented on the association’s steering committee by three ministries, now that Minister Schavan has taken her seat alongside Foreign Minister Dr. Frank-Walter Steinmeier and Michael Glos, Minister of Economics and Technology. Jürgen R. Thumann, President of the Federation of German Industry (BDI), chairs the committee. Dr. Wulf H. Bernotat, chairman of the “Germany – Land of Ideas” board of trustees, Dr. Karl Hans Arnold, representing the Federal Association of German Newspaper Publishers, and Dr. Tessen von Heydebreck of the German Banking Association complete the steering committee.
“Tolerance and a cosmopolitan outlook are key competencies for the future. Only with education and an understanding of other cultures will we be able to take advantage of the opportunities afforded by open borders and global interaction,” emphasised Minister Schavan. “The initiative already communicates this message in conjunction with my Ministry through various projects. So it makes sense to formally underscore our cooperation.”
Jürgen R. Thumann pointed out that the initiative is unmatched and unprecedented for its structure and its widespread public-private base. The “Germany – Land of Ideas” initiative is based on a broad consensus between politics and society and has become established as a mouthpiece for nation-branding activities. “The ‘Germany – Land of Ideas’ initiative is a model that allows for various ways of getting involved: The association is open to members from all areas of society to whom Germany is important as a land of ideas. The initiative’s mandate is to lastingly establish a contemporary image of Germany and to practice comprehensive location marketing. In line with this task, the agency responsible for implementing its projects has changed its name from ‘FC Deutschland GmbH’ to ‘Marketing für Deutschland GmbH’.”
The initiative makes reference to its own country with projects such as the “365 Landmarks in the Land of Ideas” event series, while also paying particular attention to international activities. In the next three years, the “Germany and China – Moving Ahead Together” programme will be a focus of these activities.
Download photo at:
http://www.land-of-ideas.org/MEDIA/10708,0.jpg
Caption:
(from left): Jürgen R. Thumann, President of the Federation of German Industry (BDI) and chairman of the ‘Germany – Land of Ideas’ steering committee. Dr. Karl Hans Arnold of the Federal Association of German Newspaper Publishers (BDZV), Dr. Annette Schavan, Federal Minister of Education and Research, Dr. Frank-Walter Steinmeier, Foreign Minister, Dr. Tessen von Heydebreck, German Banking Association
More information about the “Germany – Land of Ideas” initiative is posted at
www.land-of-ideas.org
“Germany – Land of Ideas” is a joint nation-branding initiative by the German government and German business, represented by the Federation of German Industries (BDI). Germany’s Federal President Horst Köhler is the patron of the initiative, which aims to convey a positive image of Germany at home and abroad and emphasise the country's strengths as a place of business. The core message of all activities pursued by the nation-branding initiative is “Germany – leading through innovation.”
The German government is represented on the association’s steering committee by three ministries, now that Minister Schavan has taken her seat alongside Foreign Minister Dr. Frank-Walter Steinmeier and Michael Glos, Minister of Economics and Technology. Jürgen R. Thumann, President of the Federation of German Industry (BDI), chairs the committee. Dr. Wulf H. Bernotat, chairman of the “Germany – Land of Ideas” board of trustees, Dr. Karl Hans Arnold, representing the Federal Association of German Newspaper Publishers, and Dr. Tessen von Heydebreck of the German Banking Association complete the steering committee.
“Tolerance and a cosmopolitan outlook are key competencies for the future. Only with education and an understanding of other cultures will we be able to take advantage of the opportunities afforded by open borders and global interaction,” emphasised Minister Schavan. “The initiative already communicates this message in conjunction with my Ministry through various projects. So it makes sense to formally underscore our cooperation.”
Jürgen R. Thumann pointed out that the initiative is unmatched and unprecedented for its structure and its widespread public-private base. The “Germany – Land of Ideas” initiative is based on a broad consensus between politics and society and has become established as a mouthpiece for nation-branding activities. “The ‘Germany – Land of Ideas’ initiative is a model that allows for various ways of getting involved: The association is open to members from all areas of society to whom Germany is important as a land of ideas. The initiative’s mandate is to lastingly establish a contemporary image of Germany and to practice comprehensive location marketing. In line with this task, the agency responsible for implementing its projects has changed its name from ‘FC Deutschland GmbH’ to ‘Marketing für Deutschland GmbH’.”
The initiative makes reference to its own country with projects such as the “365 Landmarks in the Land of Ideas” event series, while also paying particular attention to international activities. In the next three years, the “Germany and China – Moving Ahead Together” programme will be a focus of these activities.
Download photo at:
http://www.land-of-ideas.org/MEDIA/10708,0.jpg
Caption:
(from left): Jürgen R. Thumann, President of the Federation of German Industry (BDI) and chairman of the ‘Germany – Land of Ideas’ steering committee. Dr. Karl Hans Arnold of the Federal Association of German Newspaper Publishers (BDZV), Dr. Annette Schavan, Federal Minister of Education and Research, Dr. Frank-Walter Steinmeier, Foreign Minister, Dr. Tessen von Heydebreck, German Banking Association
More information about the “Germany – Land of Ideas” initiative is posted at
www.land-of-ideas.org
“Germany – Land of Ideas” is a joint nation-branding initiative by the German government and German business, represented by the Federation of German Industries (BDI). Germany’s Federal President Horst Köhler is the patron of the initiative, which aims to convey a positive image of Germany at home and abroad and emphasise the country's strengths as a place of business. The core message of all activities pursued by the nation-branding initiative is “Germany – leading through innovation.”
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