Developing a clear, consistent narrative for your place can be a challenge. Developing place-wide governance to ensure you operate with one voice is another thing entirely. We sat down with Stefan Nöthen, Head of Strategy & Brand Management at Hamburg Marketing and one of our 2026 CNP Awards judges, to understand how they’ve joined the dots between tourism, investment, and talent attraction – whilst ensuring that the overarching city brand permeates every facet of their work.  

Hamburg Marketing acts as the steward for the overarching city brand. Can you explain how you work with the Tourism and Invest agencies to promote a unified image of Hamburg?

We work closely with Hamburg Tourism and Hamburg Invest as our subsidiary companies within an integrated holding structure, ensuring that visitors, talent, and investors encounter the same core brand values at a maximum of touchpoints. While each organisation addresses different audiences, all communication is rooted in one brand idea: Hamburg as a connected, open, and future-oriented place that inspires people to discover and create something new. 

You also have responsibility for promoting Hamburg as a city and a region. How do you navigate the complexities of deciding when to lead with each brand? 

We do not think in terms of competing brands, but in terms of what is most relevant for the audience. Mostly, Hamburg is the strongest and most attractive entry point, especially for talent, visitors, or investors seeking an internationally recognised location. The Hamburg brand usually encompasses the Hamburg Metropolitan Region as well. In other situations, broader place brands such as Northern Germany can create greater appeal, for example when promoting large-scale innovation ecosystems like renewable energy for instance.

We follow a pragmatic principle: choose the brand that best serves the user’s perspective and objective, rather than defending administrative boundaries.

While many places aspire to have a joined-up place strategy, it can be challenging to deliver. What is it about your governance strategy that you think makes your approach successful? 

Our approach works because governance prioritises alignment over control. Since 2012, branding, tourism marketing and investment promotion have been connected through a holding structure with shared strategic goals, common research and one place brand. At the same time, we invest heavily in networks, dialogue and coordination formats across public institutions, business and partners.  

Basically, cooperation works better than obligation. It creates ownership through participation. 

I was reading about your focus on cross-sectoral marketing. Do you have any tips on how you can bring a diverse array of stakeholders to the table to activate such a campaign successfully?  

Successful cross-sectoral marketing starts with a shared story and a clear mutual benefit. Stakeholders are willing to contribute when they understand how a campaign supports their own objectives while strengthening the place as a whole. We focus on bringing together organisations from culture, business, tourism, science, and public administration around a common narrative.  

Your cross-sectoral strategy is also supported and amplified by your HamburgAmbassadors. It looks like you’ve got quite a rigorous selection process in place – what are you looking for in someone to promote Hamburg as an ambassador? 

We look for people who are credible, well connected and genuinely enthusiastic about Hamburg. A HamburgAmbassador should not simply promote the city; they should embody the values behind the brand. Therefore, we particularly value curiosity, openness, international networks, and a willingness to connect people and ideas. HamburgAmbassadors are recognised leaders in business, culture, or public life, but their influence matters less than their authenticity and commitment to building bridges between Hamburg and the world. 

What tools and resources have you found to be most impactful in supporting your ambassador network? 

The most valuable resource is the network itself. We support our ambassadors through yearly meetings in Hamburg, direct access to relevant contacts, curated information and opportunities to engage with major developments in Hamburg. We also provide stories, content, and strategic context that help them communicate Hamburg in a consistent way.  

Rather than acting as traditional spokespersons, ambassadors become trusted (and honorary) connectors who create meaningful relationships and open doors in their respective regions and sectors. 

As one of our City Nation Place Awards judges, do you have any advice for place leaders planning to enter the City Nation Place Awards? 

I favour entries that focus less on what you did and more on why it mattered. The strongest entries tell a clear story, demonstrate measurable impact, and show how different stakeholders came together around a shared goal. What I look for is strategic clarity, authenticity, and evidence of lasting value. 

Love it – demonstrating impact is definitely essential! Thanks for sharing that, Stefan. 

The City Nation Place Awards are open for entry! Whether you have a standout citizen engagement strategy, an innovative use of data, or a communication strategy that delivered above and beyond your expectations, there’s a category where your work will shine. Find out how to enter here.