Posts

Fall in Love with Frankfurt_Destination Frankfurt

Prejudices, myths and clichés – the underestimated metropolis of Frankfurt: a short film

The Financial Centre on the Main competes with financial centres in Europe and all over the world. Brexit has once again made this clear. The Financial Centre Frankfurt pools many rational arguments when it comes to the settlement of banks and financial services providers, as well as companies from industry and trade. However, as far as the city and region’s image is concerned, there is potential for improvement. Frankfurt still struggles with a pernicious web of prejudices, myths and outdated clichés – flames that are fanned all too often by competitors. Frankfurt Main Finance, will not accept this and has taken up the fight – and produced a short film, Fall in love with Frankfurt. See for yourself here (YouTube)!

The short film is the highlight of the social media campaign Destination Frankfurt. It confronts common prejudices against the city with facts that are often surprising for outsiders, highlights the advantages of the financial centre and positions Frankfurt on the social media channels Twitter, LinkedIn, YouTube and Facebook. All elements of the campaign as well as links to the topics events, academia, nature, infrastructure, FinTech ecosystem and market environment can be found here.

“Frankfurt is always underestimated. One of our main tasks is to tackle this problem and let the facts speak for Frankfurt in London, Tokyo, New York or elsewhere,” says Hubertus Väth, Managing Director of Frankfurt Main Finance. “Destination Frankfurt aims exactly in this direction and fits perfectly into our on-going Brexit campaign. Here, too, we advertise Frankfurt cautiously, letting objective arguments speak for themselves and refrain from attacking competitors. Our success in winning more than 25 banks for the Financial Centre Frankfurt since the Brexit referendum proves us right. But the race isn’t over yet, we’re not even on the home straight.”