With the claim "Baden-Württemberg - THE LÄND", Baden-Württemberg wants to reposition itself nationally and internationally. “22 years ago we launched the first advertising campaign for a federal state in Germany. Now we are reinventing ourselves: Baden-Württemberg will present itself as “THE LÄND” in the future. This gives us a new, strong brand that will also develop international appeal and set new standards, ”said Prime Minister Winfried Kretschmann at the presentation of the new umbrella brand campaign in Stuttgart.

Baden-Württemberg is reinventing itself

As a communicative umbrella, “THE LÄND” is intended to advance the positioning of Baden-Württemberg as a leading location for technology and innovation in Germany and Europe and to present the location's strengths - as a place worth living in with a high quality of life and attractive work opportunities. Because in a global economy, Baden-Württemberg is increasingly competing for the best minds. “You can invest a lot of money in technology, but everything depends on the right people, with their enthusiasm, their inventiveness and ingenuity. The history of our country shows that more than clearly, ”emphasized Prime Minister Kretschmann.

The new umbrella brand campaign is intended to be an invitation to business and all advertisers to make the strong and innovative location of Baden-Württemberg visible and to use it according to their needs. It is aimed at both specialists and future specialists who we train at our universities and in our companies or who, as founders, are looking for the right environment to turn their ideas into reality. The impetus for a new, internationally oriented advertising campaign was brought to the state government by the commercial enterprises, among others. "I would like to especially thank the companies Daimler, Stihl and Trumpf, who, as representatives of the companies in the state, supported the selection process of the umbrella brand campaign constructively with their technical expertise," said the Prime Minister. This also applies to the experts from the Ministry of Science and Economics, the Baden-Württemberg International State Agency, the State Academy of Fine Arts and the advertising industry, who completed the jury with their competent knowledge. "With this, a committee with different perspectives on a broad basis made a clear vote that convinced me and which I was happy to follow," said Kretschmann.

Against the backdrop of the Stuttgart harbor, the presentation of the campaign was supported by contributions from Minister of Economic Affairs, Dr. Nicole Hoffmeister-Kraut, the CEO of Daimler AG, Ola Källenius and the only two-star chef in Germany, Douce Steiner.

Land of thinkers and doers

The Minister of Economic Affairs underlined the challenges of the changed world for Baden-Württemberg as a business location and the need to reposition it internationally. “Baden-Württemberg is a land of thinkers and doers! As such, we want to be attractive for people from outside who think similarly to us, but also for those who can bring new mentalities and a breath of fresh air to Baden-Württemberg: as ambitious scientists, as specialists of all kinds and of course as investors who deliberately choose Baden-Württemberg as a location in line with their business goals, ”said Minister of Economic Affairs, Dr. Nicole Hoffmeister-Kraut.

The core of the new umbrella brand campaign is the duality of the country, which is to be played as both-and-mechanics. Baden-Württemberg stands for high technology, innovation, economic power as well as for enjoyment, joie de vivre and sustainability. "Enjoyment is quality of life and that is what Baden-Württemberg stands for" also emphasized Douce Steiner, star chef and hotelier at the Hotel Restaurant Hirschen in Sulzburg. Steiner also emphasized that the need for skilled workers also plays a central role in their industry.

After 22 years, the new umbrella brand campaign will be the very successful advertising and sympathy campaign “We can do everything. Except Standard German ”. Changed requirements for the advertising approach and the changed functional logic of new communication channels made a repositioning of the national advertising necessary. In a Europe-wide, two-stage tendering process with well-known advertising agencies, the Jung von Matt NECKAR agency together with the Milla und Partner agency won over the jury with their idea of ​​"Baden-Württemberg - THE LÄND".

You can find a video of the campaign here.