Hamburg Is on the Right Path

Recognized for Best Marketing Strategy in Europe

Hamburg Is on the Right Path

Cannes – Hamburg’s strategy to attract investors is the best in Europe, according to the biennial "European Cities und Regions of the Future Ranking" carried out by London-based Foreign Direct Investment Magazine (fDi). It is an appreciation of Hamburg’s decision to occupy a consistent position in its FDI strategy as the one location in Europe where economic growth and environmental protection go together best. The award was conferred today on the occasion of the world’s leading commercial real estate show, MIPIM, in Cannes.

"What marked out Hamburg's entry for Best FDI Strategy for special notice was the clear-eyed vision and the tangible plans the city appears to have for attracting investment, encouraging economic development, assisting investors and promoting its key sectors such as renewable energy." These are the words of Courtney Fingar, fDi Magazine Editor, describing the jury’s decision. Hamburg’s First Mayor, Ole von Beust, notes: "As one of the largest ports of the world, Hamburg is no unspoilt paradise. But we always want to show that economic development and environmental protection go together well. We accept the environmental challenges of the 21st century and respond to them with dedicated action. The good rating in the ‘European Cities and Regions of the Future’ ranking encourages us to pursue this path further." fDi Magazine benchmarked 223 cities and 142 regions in Europe with regard to their preparedness for the challenges of the future. The overall ranking is topped by London, with Hamburg taking 14th place. Details on the survey are available online at fDi Magazine is a division of Financial Times Ltd.

Hamburg is presenting itself as the European Green Capital 2011 at the show in Cannes through Friday. Real estate firms, institutions, investors and project developers are demonstrating that in Hamburg, growth and environmentalism are not in opposition to each other. "We are consistently utilizing the title ‘European Green Capital 2011’ to stand out among the competing cities and regions. This seal of quality is a unique selling point shared only with the city of Stockholm. Today, companies do not base their decision where to locate solely on the general business condition, but also on quality of life aspects," according to Heinrich Lieser, CEO of HWF Hamburg Business Development Corporation and Hamburg Marketing GmbH. MIPIM is the most important forum for location marketing, with 30,000 professionals from 90 countries expected to attend.

International investors will have ample opportunity to experience what Hamburg has to offer at numerous events in Cannes. Kicking off the Hamburg Reception tomorrow, Senator Freytag will deliver a speech about "Hamburg – City with Perspectives". This is followed by an international conference featuring the cities of Amsterdam, Barcelona, Manchester and Hamburg, where Dr. Freytag will speak on "Investment Climate, Urban Competitiveness and Sustainability" and Klaus de Buhr of the State Ministry of Urban Development and Environment will present Hamburg as the European Green Capital 2011.

"We have come to Cannes with great optimism," says HWF’s CEO Heinrich Lieser. With its diverse mix of industries, Hamburg is in a better position than other regions." This optimism is shared by the 18 partners at the Hamburg stand. The State Ministry of Urban Development and Environment is taking part for the first time, showcasing Hamburg as the European Green Capital 2011. The other exhibitors are the HWF Hamburg Business Development Corporation, Hochtief Projektentwicklung GmbH, Drees & Sommer Projektmanagement und bautechnische Beratung GmbH, ECE Projektmanagement GmbH & Co.KG, Überseequartier Beteiligungs GmbH and consortium, HafenCity GmbH, the Ministry of Finance’s Real Estate Management division, the International Building Exhibition IBA Hamburg GmbH, banks such as HSH Nordbank AG and Eurohypo AG, the Garbe Group and development company LIP, and Warburg Henderson. Models of HafenCity buildings and projects of the State Ministry of Urban Development and Environment will be on display, along with a satellite image providing a spectacular view of the real estate.

Sustainability is the overarching issue for the real estate industry at MIPIM. Environmentally sound buildings are not just climate-friendly. Sustainability also offers owners long-term savings. Additional investments in lighting concepts which utilize sunlight, or ventilation systems promoting natural air exchange, are not only beneficial for inhabitants and employees, but also for financial return. They avoid vacancies and generate the kind of value increases on the capital and real estate markets that project developers, real estate investors and owners hope for. Even today, it is virtually impossible to market, for instance, office buildings in Hamburg without the claim of sustainability. With regard to "green building", the Hanseatic city, as the 2011 Green Capital, is well ahead of the field. The growing importance of so-called gold certificates for ecologically sound buildings is evident not only in the HafenCity quarter – the environmental cachet is gaining significance as a unique selling point in Hamburg’s City Süd and downtown areas, as well.

Hamburg’s real estate market is set to retain its attractiveness to international investors in the future. Reliable and stable relations between the city and investors are a particular characteristic of the Hanseatic business climate. Add to that the long-term value retention and profitability of investments. In a new survey by consulting firm PricewaterhouseCoopers conducted among 640 real estate experts from 27 major cities, Hamburg was rated second most attractive real estate location.