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The International Location Marketing of Magdeburg, the State Capital of Saxony-Anhalt

The International Location Marketing of Magdeburg, the State Capital of Saxony-Anhalt. Location marketing based on the example of Magdeburg's twinning partnership with Harbin. The Aim of Magdeburg's International Location Marketing.

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The International Location Marketing of Magdeburg, the State Capital of Saxony-Anhalt

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  1. The International Location Marketing of Magdeburg, the State Capital of Saxony-Anhalt Location marketing based on the example of Magdeburg's twinning partnership with Harbin

  2. The Aim of Magdeburg's International Location Marketing To establish international competence and an international profile To increase awareness of the city of Magdeburg outside of Germany To develop the city's public image The Special Focus of Economic Development To encourage investments and company relocations and to create jobs Examples of Selected Tools Thematic intercommunal and interregional partnerships Participation in networks The creation of information platforms Partnerships with twin cities Magdeburg: A Business Location 2012 | Department of Economic Affairs, Tourism and Regional Cooperation

  3. The Objectives of Twinning Partnerships To involve citizens and organisations in international relations To increase the mutual awareness of both nations To exchange knowledge and experiences in order to improve living environments To develop an open and welcoming environment for business professionals and tourists from abroad To promote business contacts To adopt a conscious 'communal foreign policy' Magdeburg: A Business Location 2012 | Department of Economic Affairs, Tourism and Regional Cooperation

  4. The Main Content of Twinning Partnerships - Active discussions between delegations on a wide variety of topics - The organisation of delegation visits full of different events and activities - Diverse cultural programmes - Citizens' meetings and youth exchanges Magdeburg: A Business Location 2012 | Department of Economic Affairs, Tourism and Regional Cooperation

  5. The Organisation of Mutual Visits by Delegations Personal commitment, regular meetings and consistent contact Intensive and continuous relationships Interest in stable and long-lasting relationships among local entrepreneurs Increased awareness among the cities' populations and more activities for citizens such as concepts for exchanges for young people and senior citizens Partnerships between twin cities depend on the people who support them and are committed to them. It is only with the work and dedication of these individuals that the diversity, attractiveness and strengths of both cities can be sustainably and actively presented to the outside world with the close involvement of local citizens. Magdeburg: A Business Location 2012 | Department of Economic Affairs, Tourism and Regional Cooperation

  6. Magdeburg: A Business Location 2012 | Department of Economic Affairs, Tourism and Regional Cooperation Magdeburg's Twin Cities Sarajevo Braunschweig Nashville since 29th September 1977 since 8th December 1987 since 28th May 2003

  7. Magdeburg's Twin Cities Zaporizhia Radom Le Havre since 29th May 2008 since 8th July 2008 since 9th May 2011 Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  8. Magdeburg's Twin Cities Harbin since 2nd July 2008 Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  9. Magdeburg's Twinning Partnership with Harbin A delegation led by Mr Rainer Nitsche, the Vice Mayor for Economic Matters of the State Capital Magdeburg, visited Harbin and Beijing from 13th to 19th June 2009 on the occasion of the 20th China Harbin International Economic and Trade Fair. Result: A "Magdeburg Business Week" was hosted in Harbin in May 2010. Harbin indicated interest in: Cooperations in the fields of mechanical engineering, logistics and vocational training Tapping into and using renewable energies Organising an ice sculpture exhibition in Magdeburg and tourist programmes for the citizens of Magdeburg Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  10. Magdeburg's Twinning Partnership with Harbin A delegation from the twin city of Harbin led by Mr Xou Xinsheng, the Chairman of the Harbin City People's Political Consultative Conference, visited Magdeburg from 30th August to 1st September 2012. Strengthening the personal and professional exchange of knowledge and experience between city administration representatives Presenting Magdeburg as a modern location for investments and logistics Visits to industrial sites and the port of Magdeburg Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  11. Magdeburg's Twinning Partnership with Harbin A delegation led by Mr Zhang Shaoliang, the Deputy Mayor of Harbin responsible for economic affairs, visited Magdeburg on 16th April 2010. • Presenting Magdeburg as a location for industry and science: • for example a visit to FAM, a manu- facturer of conveying systems and construction machinery based in Magdeburg • Exchanging information with regard to the preparations for the "Magdeburg Business Week" in Harbin Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  12. Magdeburg's Twinning Partnership with Harbin The first "Magdeburg Business Event" was hosted in Harbin and led by Dr Lutz Trümper, the Lord Mayor of Magdeburg, from 29th to 31st May 2010. • Objectives: • To extend foreign trade relations • To acquire investors • To present Magdeburg as a location in a targeted and selective manner • Results: • The signing of four memoranda of understanding, for example in the fields of environmentally friendly waste management, vocational training and staff management Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  13. Magdeburg's Twinning Partnership with Harbin A delegation led by Prof. Dipl.-Ing. Xie Yinglong, Vice-President of the Harbin City People's Political Consultative Conference and the Head of the Harbin Welding Training Institute, visited Magdeburg from 18th to 20th November 2010. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  14. Magdeburg's Twinning Partnership with Harbin - Company visits and cooperation discussions at the Magdeburg Welding Training Institute and at the company FAM - The visitors displayed special interest in German quality standards in order to ensure that manufacturing activities in Harbin also meet German quality benchmarks Magdeburg: A Business Location 2012 | Department of Economic Affairs, Tourism and Regional Cooperation

  15. Magdeburg's Twinning Partnership with Harbin Representatives from Magdeburg accepted an invitation from the city of Harbin to visit the International Ice and Snow Sculpture Festival from 4th to 8th January 2011. Representatives from all of Harbin's twin cities met in Harbin on the occasion of the city's 27th Ice and Snow Sculpture Festival. Ambassadors from the provinces of Harbin's twin cities in China were also invited to the event. Objectives: • To become accustomed to the cultures of Harbin and China • To get to know the contacts in Harbin as a an important basis for continued cooperation Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  16. Magdeburg's Twinning Partnership with Harbin The first "Harbin Business Week" was hosted in Magdeburg from 13th to 16th April 2011. - A delegation of 27 representatives of the city of Harbin and companies based in Harbin led by Mr Jiao Yuanchao, the Deputy Mayor of Harbin responsible for economic affairs, visited Magdeburg on this occasion. • The visit helped to strengthen and develop existing business contacts and explore new areas of cooperation such as tourism and health business. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  17. Magdeburg's Twinning Partnership with Harbin The "Harbin Business Week" in Magdeburg from 13th to 16th April 2011 On the occasion of this event, visits were made to a number of different companies. The visitors' talks with these companies resulted in the signing of 9 memoranda of understanding,for example in the fields of vocational training, tourism and the energy-efficient renovation of residential buildings. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  18. Magdeburg's Twinning Partnership with Harbin The First German Magdeburg Business & Technology Forum on 16th June 2011 in Harbin This event was hosted as part of the 22nd China Harbin International Economic and Trade Fair, which took place from 15th to 19th June 2011. The forum was organised in cooperation with companies and organisations from Magdeburg. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  19. Magdeburg's Twinning Partnership with Harbin A delegation representing the Bundesland of Saxony-Anhalt led by Mr Michael Richter, the Secretary of State in the Ministry of Science and Economic Affairs of Saxony-Anhalt, will be visiting Shanghai, Harbin and Jiaxing from 11th to 20th November 2012. Examples of the expected results: - Conclusion of a cooperation agreement between the top hospital in Harbin and the MEDIAN Klinik NRZ, a neurological centre in Magdeburg - Establishment of a school twinning partnership between the top high school in Jiaxing and the "Südstadt-Gymnasium" high school in the city of Halle Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  20. Magdeburg's Twinning Partnership with Harbin A delegation of representatives from city planning offices and building departments visited Harbin on 5th December 2011. The visit involved the topics of sustainable construction and environmentally friendly urban development in Magdeburg as part of an extensive overview of Germany as a whole. A delegation of representatives from the property management and real estate administration authorities visited Harbin on 16th December 2011. The aim of this visit was to share experiences concerning the organisation and management of technical exhibitions and the use, design, financing and management of old factory sites and production facilities. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  21. Magdeburg's Twinning Partnership with Harbin A visit to the 28th Ice and Snow Sculpture Festival in Harbin from 4th to 8th January 2012 A delegation of 7 representatives from Magdeburg led by Mr Holger Platz, the Councillor in charge of municipal matters, environmental issues and general administration of the Capital City Magdeburg, travelled to the partner city. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  22. Magdeburg's Twinning Partnership with Harbin A visit to the 28th Ice and Snow Sculpture Festival in Harbin from 4th to 8th January 2012 Results: • Acquisition of an office for Magdeburg at the "Harbin International Science and Technology Business Platform" in Harbin • The Harbin Institute of Technology (HIT) displayed interest in establishing contact with the Otto von Guericke University of Magdeburg (OvGU) and the University of Applied Sciences (FH) Magdeburg-Stendal • Plans were made to continue the youth exchange that began in 2011 by planning a return visit to Magdeburg by students from Harbin in autumn 2012 • Establishment of the Ice-Climber Team in Harbin • Cooperation in the field of tourism Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  23. Magdeburg's Twinning Partnership with Harbin A delegation of women from Harbin visited Magdeburg on 12th March 2012 The aim of this visit was to discuss the activities that have taken place between the top hospital in Harbin and the MEDIAN Klinik in Magdeburg (on the basis on the memorandum of understanding) and to share experiences concerning the treatment of sleep attacks suffered by young people and rehabilitation methods. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  24. Magdeburg's Twinning Partnership with Harbin A delegation of women from Harbin visited Magdeburg on 12th March 2012 Another aim of the visit was to provide the delegation with an insight into Magdeburg's educational landscape and schooling situation. The delegation also held initial talks with regard to the establishment of a school twinning partnership with the "Geschwister-Scholl-Gymnasium" high school in Magdeburg. Magdeburg: A Business Location 2011 | Department of Economic Affairs, Tourism and Regional Cooperation

  25. Magdeburg's Twinning Partnership with Harbin The Second German Magdeburg Business & Technology Forum on 15th June 2011 in Harbin on the topic of: "Green Cities - Green Industries - The Harbin Conference" At this event, which was hosted by Mr Rainer Nitsche, the Councillor for Economic Matters of the Capital City Magdeburg, companies and organisations presented the concept of an energy-efficient model city for renewable energies. Selected representatives from the fields of politics and business were invited to the follow-up conference in Magdeburg in November 2012. Magdeburg: A Business Location 2012 | Department of Economic Affairs, Tourism and Regional Cooperation

  26. Thank you for your attention. Contact: Landeshauptstadt Magdeburg / State Capital Magdeburg Dezernat für Wirtschaft, Tourismus und regionale Zusammenarbeit / Department for Business Development, Tourism and Regional Co-operation Internationales Büro für Wirtschaftsförderung / International Business Promotion Office Dr Gundula Henkel Head of the International Office 39090 Magdeburg, Germany Julius-Bremer-Strasse 10 Tel.: +49 (0) 391 540 2610 Fax: +49 (0) 391 540 2730 E-mail: gundula.henkel@ob.magdeburg.de http:// www.magdeburg.de

  27. Latvijas – Lietuvas pārrobežu sadarbības programmas 2007. – 2013. gadam projekta „Uzņēmējdarbības attīstības kapacitātes veicināšana Latgales – Utenas pārrobežu reģionā”, Region Invest, LLII – 119 ietvaros.

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