Economic Development Marketing — Invest-in-Hessen
Case at a Glance
State economic-development and investor-attraction agency (Invest-in-Hessen, named with permission)
Communicate a region's startup, technology and investment strengths to an international English-speaking audience
English-language interview series (Tech Startups Germany), podcast and digital distribution
Charted in 18 countries; Global Top 850 in Business; Top 200 in Technology; renewed five times — the legal maximum
How does a region make itself credible to international founders and investors?
By being explained through the people building companies there, not through institutional claims. Invest-in-Hessen needed founders, investors, corporate decision-makers and international operators to understand why Hessen belongs on a shortlist of European technology locations. Startuprad.io built Tech Startups Germany, an English-language series presenting founders, companies, investors and institutions in conversations designed for an international professional audience. It charted in 18 countries and was adopted as official investor-attraction collateral by the state's trade-and-investment agency. The cooperation was renewed five times: the legal maximum available to the institution.
The situation
Invest-in-Hessen needed to communicate the strengths of Hessen's startup, technology and investment ecosystem to an international, English-speaking audience. The challenge was not to list regional advantages but to make the state a serious consideration for technology companies and investment.
The approach
Startuprad.io developed the English-language series Tech Startups Germany, presenting founders, companies, investors and institutions in conversations designed for an international professional audience, distributed through Startuprad.io's podcast and digital channels.
What the partnership created
- an English-language content series focused on Hessen's startup and technology ecosystem
- stories explaining the region through the people building companies there
- reusable material for international investor and location-marketing activity
- long-term positioning rather than a single promotion campaign
The outcome
The cooperation was renewed five times — the legal maximum available to the public institution. The series was adopted as official investor-attraction collateral by the state's trade-and-investment agency, charted in 18 countries, reached the Global Top 850 in Business and entered the Top 200 in Technology.
What it demonstrated
Public-sector communication becomes more useful when a location is explained through founders, operators, companies and credible market participants rather than through institutional claims alone.
Relevant for
Economic-development agencies; trade-and-investment organisations; public innovation programs; ministries and government bodies; regional startup hubs; universities and research-transfer organisations
Facing a similar challenge? Review our partnership framework