Baden-Württemberg - the promised land for skilled workers from all over the world?
The state government believes in this and with the slogan "Welcome to The Länd" is trying to catch specialists and people with professions that are in demand in this country.
“Welcome to The Länd” is the name of the game in black and yellow on numerous signs in the country, which initially puzzles the viewer.
Stuttgart - They should too.
At entrances, train stations and bridges, the signs give a foretaste of the state's new image campaign, which will be officially presented in Stuttgart on Friday.
The signals everywhere in the country are "guerrilla marketing", which should arouse curiosity about the presentation with Prime Minister Winfried Kretschmann (Greens) at the end of the week, said a spokesman for the State Ministry.
Large-scale posters were used in urban areas;
in the country "Welcome to The-Länd-Poster" affixed under the place name signs.
The spokesman did not want to give further details: "It all boils down to a secret being revealed on Friday."
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The self-deprecating previous campaign under the motto “We can do everything except Standard German” was extremely successful.
It is expected that social media will now also play a major role in the advertising strategy for Baden-Württemberg as a business location.
The campaign, organized by the advertising agency Jung von Matt, is already represented on the Internet with a puzzling clip.
dpa