Light.city.Jena
Promoting internationalization and tolerance and sharpening city marketing
Key project 1 - Welcome culture network
Action approach
The diverse offers and activities of various stakeholders from business, science, social partners and the city administration in Jena need to be further developed and networked in order to utilize joint synergy effects and learn from each other. The common goal is to establish an open and tolerant welcoming culture in all areas with various stakeholders and with the participation of the urban community.
To this end, the various target groups and their respective needs are to be analyzed separately and implementation steps initiated with the stakeholders on this basis. There are already good offers for the target group of specialists and managers as well as students, which should be coordinated with the participation of the Citizens' Service and the Foreigners' Registration Office. The existing structures and offers from business and science should be used to develop further projects for a welcoming culture.
As part of the implementation, suitable target group-specific offers are to be developed on the basis of existing structures and partnerships. These include
- For all international arrivals, multilingual offers in the areas of education, culture and gastronomy, among others, as well as informal and organized meeting platforms such as the Jenaer Salon and the International Club Jena are helpful and beneficial.
- In the case of specialists and managers, it is primarily a matter of simplifying existing bureaucratic hurdles and having multilingual contact persons available in the citizen service.
- The new citizens who have arrived in Jena as refugees must be given targeted advice and informed about the opportunities available on the education and employment market. In this context, the close networks with partners from universities, science and business should be used to create further offers and support start-ups.
- Students can be made aware of the offers of the housing market, local utility companies (municipal utilities) and recurring cultural highlights as part of an annual welcome day.
- International tourists, business partners and congress participants are further target groups who particularly appreciate multilingual offers and publications, for example in the city, at transport companies, museums and restaurants.
Goals
- Promoting intercultural openness and tolerance
- Generate a positive migration balance
Implementation status
- Updating the integration concept (2020)
- Establishment of an anti-discrimination office
- Reorganization of the migration network (former integration alliance)
- Adoption of 10-point action plan against racism (ECCAR)
- Opening of Welcome Center Jena
Coordinator
Cornelia Meyerrose, Business Development Corporation Jena mbH
Further information
- Integration concept (PDF)
- Anti-discrimination office Jena
- Office for Migration and Integration
- New in Jena
- Welcome Center
Key project 2 - "City of Light" brand
Action approach
The "City of Light Jena" brand implies attributes of a fundamental nature: Innovation, urbanity, research, energy, open-mindedness and must be strategically positioned as part of the city's communication. It must be presented more strongly internally - creating identity - and externally - building image. Successful city marketing is based on the urban community. In order for "City of Light Jena" to grow into a strong brand, a high level of acceptance of the brand among the city's citizens is necessary. Every citizen of Jena should be won over as an ambassador for the "City of Light" brand. In order to achieve this goal, a clear brand identity must be developed and the resulting stories and images must be communicated more strongly and emotionally than in the past. The citizens of Jena must be offered opportunities to voluntarily identify with the "City of Light Jena". The City of Light must be experienced by all stakeholder groups. Outstanding tourist attractions such as the ZEISS Planetarium and the German Optical Museum must be specially developed and marketed. Light plays a special role in urban design. This significance of light in the urban space should be brought more into focus and emphasized.
Objectives
- Identification of urban society with the city
- Strengthening awareness of the city of Jena
- Building and strengthening the city's positive image
Implementation status
- City marketing process for the LICHTSTADT brand since 2020
- Tourism strategy for the City of Light Jena 2017-2025
- Updating the Jena cultural concept 2025-2028
Coordinator
Carsten Müller, Jena Culture