After "The Länd": Baden-Württemberg starts new image campaign - "Embarrassing, more embarrassing, BW advertising"
Created: 05/23/2022, 16:25
By: Nadja Pohr
The next image campaign after "The Länd": With the slogan "You are tourism" Baden-Württemberg wants to promote more understanding for tourists in the region among locals.
© Arnulf Hettrich/Imago Images
The state of Baden-Württemberg wants to promote more understanding for tourists and holidaymakers among its own citizens and is launching the new image campaign “You are tourism” after “The Länd”.
Stuttgart - The image campaign of the state of Baden-Württemberg "Welcome to The Länd" divided people in the region when it was launched.
While some found the campaign ridiculous, others were enthusiastic about the new slogan, which the country wants to use to attract skilled workers from all over the world.
The Länd fan articles were sold out in no time.
However, according to marketing experts, the campaign is paying off: In their opinion, the mockery and criticism represent the success of the "The-Länd" campaign. Less than a year later, the country is now launching a new image campaign.
This revolves around the tourists who travel to Stuttgart and Co.
New campaign in Baden-Württemberg: "You are tourism" is intended to ensure that locals have more understanding for holiday guests
The new campaign in the southwest has the slogan "You are tourism", as reported
by BW24
.
Among other things, the region wants to use this to promote more understanding among the locals for holiday guests.
The citizens of urban and rural districts in Baden-Württemberg should recognize the importance of tourism as a leading industry, as reported by the
Stuttgarter Zeitung
.
This area brings in 25 billion euros in sales and should also be further promoted by the people of the region.
It is important that the guests “feel welcome”.
The new campaign is intended to convey this feeling.
The project, which was designed by a Munich agency, costs 3.3 million euros.
The targeted addressing with "du" fits the campaign, since the "du" would also be in many of the terms used to advertise the sights in Baden-Württemberg.
For example in "Naturprodukt", as can be seen on the homepage.
In addition, the aim is to reach younger people in particular.
The "you" reduces the distance here.
"Such nonsense": The new campaign for Baden-Württemberg is not well received on the Internet
On the internet, however, the reaction to the new image campaign for strengthening tourism in Baden-Württemberg is rather negative.
"Embarrassing, more embarrassing, BW advertising," writes a user on Facebook.
"One nonsensical slogan follows the next," criticizes another user.
Users hardly believe that the campaign will work.
A user comments that it won't be easy to show more understanding for visitors if you don't feel comfortable in the city yourself.
The again high expenses are difficult to understand.
After all, the "The Länd" campaign cost several million euros.
"Put the money you want to spend in outdoor and indoor swimming pools, it's better off there.
Such nonsense, ”annoyed one user.