Companies and banks based in the Frankfurt Rhine-Main area have long appreciated the region's numerous locational advantages: short distances, excellent transport connections and a pronounced international flair. People outside the region, however, often don't know that in addition to its undisputed economic strength it is also an excellent place to live. For this reason, FrankfurtRheinMain GmbH International Marketing of the Region (FRM GmbH) commissioned Cheil Germany, an international agency based in Schwalbach, Germany, to create a campaign to debunk these prejudices as part of a Europe-wide call for tenders.
"What's special about this is that the creative professionals of London's Cheil agency came up with the idea and also handle the creation and planning of the campaign. Someone from Frankfurt can show the region to a Londoner, but only a Londoner can truly convince them. The fact that two British presenters explore the region from their perspective also makes the campaign very authentic", says Eric Menges, President and CEO at FRM GmbH.
"The Frankfurt Job" is primarily aimed at people who work at internationally operating companies. The focus is on what it feels like to live in the Frankfurt Rhine-Main metropolitan area. The campaign is based on a target group and image analysis outside of Germany.
Volker Selle, CEO & President Cheil Germany says, "As an agency that has had close links with the region for many years, we are delighted that we can make our contribution to a positive perception of Frankfurt Rhine-Main, especially in these difficult times for Europe. This is not about creating boundaries or headhunting, our primary focus is on mutual understanding and creating a positive perception."
Billie JD Porter, Alhan Gencay and "The Frankfurt Job"
For the campaign, Cheil and FRM GmbH are sending the BBC presenters Billie JD Porter and Alhan Gencay, both well known in the UK, on a voyage of discovery through the region. Neither of them has been to Frankfurt before and they don't know what to expect.
The six episodes take viewers on a journey of discovery to an apple wine maker, to Frankfurt's Kleinmarkthalle indoor food market, to the Kaiser-Friedrich thermal bath in Wiesbaden, to the Halloween celebrations at Frankenstein castle, to Frankfurt's "new" old town, to a family with international roots, to an international school, to the Frankfurt Opera and to an international Stand-Up Comedy Club.
It is worth pointing out the campaign´s light-hearted touch and the episodes´ deviation from conventional location marketing. Yet the British producers aimed the episodes exclusively for international audiences to break with the sterile picture show where every German speaks perfect English and every café looks impeccable. Although a key focus lies in accurately presenting the culture and life in Frankfurt and the surrounding Frankfurt Rhine-Main region, the unique impression from the UK-perspective may not always align with how Frankfurters perceive their own home. Finding the right balance that hones in Frankfurt´s soul but also caters to international needs is the challenge.
The presenters rise to the challenge with their typical British humour and meet people who know all the secrets and idiosyncrasies of FrankfurtRhineMain.
Do Billie JD Porter and Alhan Gencay manage to discover the soul of Frankfurt Rhine-Main? Find out for yourself at www.thefrankfurtjob.com .