Formula One idol Michael Schumacher to promote North Rhine-Westphalia / The advertisement from the NRW campaign is to appear in the international press with immediate effect.

Information from the Ministry of Economic Affairs and Energy of the State of North Rhine-Westphalia: 

From today, 26 January 2009, one of the most internationally well-known Germans is to advertise for North Rhine-Westphalia. Formula One legend Michael Schumacher is the NRW campaign’s new ambassador. The first advert with his declaration, “We love the new challenges”, is to appear throughout Europe today. The advert is also to be shown in China, Japan and Turkey in 2009. Michael Schumacher’s contribution to the campaign is, as with that of other personalities, made on a voluntary basis.

In the campaign, the seven-time World Champion gives his motorcycle a hug, demonstrating his newfound passion for motorcycle racing and thus, proving that he loves things new. In addition, his international appeal, openness and enthusiasm for technology make Schumacher, born in the German town of Kerpen, an ideal ambassador for North Rhine-Westphalia. Michael Schumacher can now also be seen in the campaign film, with which North Rhine-Westphalia seeks to attract international investors. The film can be viewed under the following link: www.welovethenew.com 

Minister for Economic Affairs Christa Thoben said on this occasion: “We are very proud of the fact that more and more famous personalities are showing their loyalty towards North Rhine-Westphalia and, on a voluntary basis, helping us to attract more foreign investment. With his sportsmanship and fairness, Michael Schumacher stands for the new, the young North Rhine-Westphalia, a place whose international profile we are seeking to raise”.

Information for editors: the advert with Michael Schumacher can be found at www.welovethenew.com