Background:

THE LÄND is the new umbrella brand campaign of the federal state of Baden-Württemberg. Minister-President Winfried Kretschmann officially presented it to the public on October 29.
The new campaign replaces the old slogan “Wir können alles. Außer Hochdeutsch”.

Goal/Core Idea:

The new umbrella brand aims to promote Baden-Württemberg internationally and position it as a place of longing. With THE LÄND, Baden-Württemberg presents itself as a region that offers both attractive job opportunities and a high quality of life. The campaign repeatedly takes up this unique duality in puns.

Claim:

The claim of THE LÄND is short and concise. It also works in English and can thus be used internationally.

Visual characteristics:

The visual characteristics of the new campaign include a bold yellow, intended to symbolize a louder, more visible and more self-confident appearance of Baden-Württemberg. The campaign also features the shape of the state of Baden-Württemberg, whose edges are shown in a slightly simplified form. The shape is used either as a background, a sticker or, for example, as an outline. To visualize the duality, two different fonts were deliberately chosen for the campaign: the rather curved Garamond font and the sans-serif font Grotesk.

Target group:

The new umbrella brand invites all companies, businesses, universities and other stakeholders to use it for the promotion of Baden-Württemberg. It is explicitly desired that stakeholders use the campaign together with their appearances or products. The campaign's primary objective is to counter the shortage of skilled labor across all industries so that Baden-Württemberg can preserve and strengthen its economic power.

EXPO Dubai:

The campaign's presentation in Dubai is its international premiere. For this purpose, campaign elements have been integrated at various points throughout the exhibition. However, these elements were not set up until the official launch in Germany on October 29. For organizational reasons, it was not possible to launch the campaign at the opening of EXPO.

The following channels are available: www.theländ.de / Twitter, Facebook, Instagram, LinkedIn @thelaend #theländ