As part of a move to the global market the federal state of North Rhine-Westphalia as a highly attractive investment location for international business, NRW.INVEST chose China as one of the key target markets for their new marketing drive titled „We Love The New“.
MFC planned and implemented a series of events in Beijing and Nanjing to mark the China launch of the campaign by Federal Minister Christa Thoben. A press conference was arranged for key Chinese business and general media as well as foreign correspondents in Beijing, followed by an event at Beijing University, showcasing NRW.INVEST “special guest” Timo Boll, table tennis Silver Medal winner at the Beijing Olympics. He led a table tennis workshop for students and an exhibition match. In addition, MFC planned and coordinated the branding of a VIP event the same evening. For the campaign’s 2^nd station in Nanjing, MFC was again involved in location branding and coordination for a large-scale press conference and a lively evening banquet.
In order to further increase the effectiveness of the launch activities, MFC designed and produced give-aways for journalists and VIPs, to be used globally for similar activities.