Own projects

As well as serving as a cooperation partner for municipal and private stakeholders, the HMG’s cross-sectoral marketing unit develops its own projects aimed at raising Hamburg’s international profile in key target markets. Through these projects we are broadening the Hamburg Metropolitan Region’s appeal for individuals and businesses and helping people to identify with it more closely.

A selection of our own projects in the area of cross-sectoral marketing:

Marketing for the Elbphilharmonie Hamburg

In its role as the marketing entity for the Hamburg Metropolitan Region, the Hamburg Marketing GmbH (HMG) is in charge of cross-sectoral marketing activities. The HMG was commissioned to implement all regional, national and international communications for the period until the opening of the Elbphilharmonie, as well as for a six-month period following the opening.

In close collaboration with its project partners, the Hamburg Ministry of Culture and the Hamburg Musik GmbH – the future operators of the concert hall and the affiliated Plaza square – the HMG has developed a concept for positioning the Elbphilharmonie and for addressing the relevant target markets and target groups. The concept has been subsequently adopted by the Hamburg Senate’s respective advisory group.


Groundbreaking innovations are created by new networks. The digital platform future.hamburg is the online point of contact to learn about the innovation landscape of the metropolitan region of Hamburg, get inspired and enable local networking opportunities.

Behind every idea is a bright and creative brain. We bring you the makers and players behind Hamburg’s innovations. Here you will find new contacts.

Hamburg’s players can show their projects on future.hamburg and tap into new opportunities for cooperation. Here you can learn more about Hamburg’s future-oriented projects.