The Ruhr Regional Association wants to improve the image of the Ruhr Metropolis with an international location marketing campaign.
The main target group are decision-makers in companies, i.e. the first and second (by arrangement a maximum of third) management levels in large companies and large medium-sized companies in Germany. In addition, there are decision-makers in the German-speaking market.
The second target group are "skilled workers": qualified employees under the age of 40 as well as people in training in German-speaking countries. By this, the RVR also means, for example, young people who will soon be leaving school or are studying. Students are a secondary target group of the campaign. The target group focus can change depending on the current orientation of the campaign strategy.
So it is an economic campaign. The aim is to have a favourable influence on investment decisions in the long term. It should be borne in mind that "soft" location factors also play an important role in such decisions. The Ruhr Regional Association is convinced that the regions that are successful in location marketing achieve a uniform tone of location and, for example, tourism advertising.
The campaign is not designed to have an internal impact in the Ruhr Metropolis. There are also conceivable exceptions: it could be easier to bind students here in the region than to attract workers from other federal states here. The RVR therefore does not completely exclude measures and actions within the region if they serve the campaign objectives.
In order to really achieve the goal of a (positive) image change, the campaign is designed to be dau-erhaft.
The service to be awarded is the award of freelance services above the thresholds relevant for the application of the VgV. In the present case, the required service can be described conclusively, so that in the opinion of the contracting authority no negotiations are necessary.
The award procedure is therefore carried out as an open procedure in accordance with § 14 (2) sentence 1 VgV.