Product: Germany. Target: Germans.
Looking at the surveys, 89 percent of French and 79 percent of Russians have a favorable view of Germany. Unfortunately, the same surveys say only 64 percent of Germans perceive their own country in a positive way. This is an issue the government will try to solve with a $20 million advertising and public relations campaign. As The International Herald Tribune explains, a business and government-funded group called FC Deutschland (Fan Club Germany) in soccer fashion has been created and further similar initiatives will start soon.
The advertising campaign, branding Germany as "The Land of Ideas" will target Germans but also Americans, who apparently haven't a good opinion of Germany since it objected to the US-led invasion of Iraq. Scholz & Friends will handle the creativity.