NEW YORK — German officials on Thursday announced the launch of a marketing campaign aimed at U.S. investors that features Claudia Schiffer.
Schiffer, 36, appears in a series of mass transit ads that tout investing in Germany, which is described as a “land of ideas.” In several of the ads, Schiffer — who gained fame in the fashion world during the Nineties as a Guess model — wears nothing but a German flag. The ads have quotes such as: “Invest in Germany, boys” and “Get your hands on a German supermodel.” The latter ad then suggests buying the latest German car.
Schiffer, who was not paid for the job, was photographed by Peter Lindbergh. It was her idea to wear the flag. “I think it’s the least I can do for a country that has shown me so much support,” Schiffer said in a statement.
The campaign is a private-public partnership. Gerhard Maier, managing director of Invest in Germany GmbH, said the initiative is designed to shed light on the advantages of doing business in Germany. He said during a press conference that investors are lured to do business in Germany by the country’s stable politics, as well as by its motivated and highly skilled workforce. The country is already on the radar of many U.S. investors, especially private-equity firms.
Maier said for the first half of 2006, there has been more than $12 billion worth of private-equity mergers and acquisitions across all sectors of German business, from retail to telecommunications.