Study in Germany – Land of Ideas is the official international campaign showcasing Germany as an inspiring place to study and do research. Since 2001, the German Academic Exchange Service (DAAD) has run this campaign on behalf of and funded by the Federal Ministry of Research, Technology and Space (BMFTR, formerly the Federal Ministry of Education and Research (BMBF)).

The campaign invites talented graduates and prospective PhD candidates to choose Germany, boosting the number of highly qualified international students at German higher education institutions. Initial campaigns began in 2006 during the FIFA World Cup in Germany, then entitled “Germany – Land of Ideas”. In 2008, the higher education and research marketing campaign “Hi! Potentials – International Careers Made in Germany” embraced a similar approach, adopting the claim “Study in Germany – Land of Ideas”. After ‘Research in Germany – Land of Ideas’, ‘Study in Germany – Land of Ideas’ is the second DAAD and BMFTR campaign that was given a uniform look and feel with the ‘Germany – Land of Ideas’ brand.

The campaign focuses on international prospective students and graduates seeking excellent education, research and career prospects. Authentic, emotional stories from these international students offer a true-to-life picture of studying in Germany, while DAAD’s cross media information provides clear, practical guidance.

New design
Since September 2021, the campaign appears in a fresh, colourful look. The #HelloGermany claim signals that Germany welcomes international students with open arms and encourages them to say “Hello” back. The design applies across all campaign materials, with the familiar “Study in Germany – Land of Ideas” logo remaining part of the identity.

Cooperations
The DAAD also cooperates closely with higher education institutions and representatives of the higher education sector in Germany within the context of the campaign, additionally collaborating with the Federal Foreign Office, the Federal Ministry of Research, Technology and Space, the German Rectors’ Conference, Make it in Germany, TestDaF, uni assist and many other partners (in alphabetical order).

Aim and communication strategy
The aim of the campaign is to raise awareness of Germany as an excellent location for higher education studies and to boost the number of highly qualified international students at German higher education institutions. Our diverse Ambassadors—international students currently living and studying in Germany—speak to 16–26 year olds worldwide at eye level: from the journey to Germany and first steps on campus to hobbies, potential hurdles and their solutions, and the joy of discovering Germany. Another key focus is careers after graduation: which paths to take, which options exist and how to navigate this confidently.