Hamburg Metropolitan Region

International Marketing Strategy for the Hamburg Metropolitan Region

In May 2023, the Hamburg Metropolitan Region's international marketing strategy was adopted by the Regional Council. At the heart of the strategy, which focuses on the international target groups of investors and professionals, is the positioning of the Hamburg Metropolitan Region as "Northern Germany's Connected Hub" with four unique selling points.


"Connected - with two seas"

"Connected - with the power of nature"

"Connected - with the spirit of the times"

"Connected - with global business"


Based on this positioning, a narrative was developed, which is available in German and English. Whenever the MRH is communicated in an international context - positioning and narrative are to be used from now on by all actors* in order to convey a uniform, attractive image of our connected, networked region to the outside world.

Here you will find an excerpt from the international marketing strategy on the building blocks: marketing objectives, positioning and narrative.

The complete international marketing strategy of the metropolitan region is available for download here.



Martina Beutler

Project Management Hamburg metropolitan region

Tel: +49 40 41 11 10 - 629



Cathrin Wietzke

Project Management Hamburg metropolitan region

Phone: +49 40 41 11 10 - 631