Jung von Matt NECKAR and MILLA & PARTNER developed a new image campaign in order to attract (inter)national professionals to Baden-Württemberg and to communicate topics such as innovation, progress, economic strength, environment, humanity, as well as quality of life and enjoyment. It was designed to draw international attention and create recognition value. The result was “Baden-Württemberg. THE LÄND”. It was intended to be humorous and serious at the same time – modest, self-ironic and especially memorable. The stated goal was for “THE LÄND” to become everyday language, expressing the diversity of the federal state.
The new umbrella brand campaign was presented at a press conference at Stuttgart port, an ideal setting that lies both at an important transport hub with an industrial reloading point and in front of the vineyards and meadow orchards of the Neckar Valley. Protagonists from politics and economics had their say in a modern setting with euro-pallets, LED screens and (graphic) references to the location.
The next building block of the campaign launch was also staged to great effect during the conference: a reach stacker lifted the mobile shop that will be part of the nationwide pop-up tour in future. THE LÄND merchandising articles – from badges to T-shirts and hoodies – are available for purchase in the overseas container, designed to make Baden-Württemberg fans ambassadors of the state. Further (inter)national campaigns and participation in events and trade fairs are planned with the new umbrella brand