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Kretschmann on "The Länd" campaign: "Overall simply a hit"

2023-01-03T16:34:58.600Z


Kretschmann on "The Länd" campaign: "Overall simply a hit" Created: 03/01/2023 17:18 By: Sina Alonso Garcia The “The Länd” campaign has been running in Baden-Württemberg and around the world for more than a year. While there was criticism from some quarters, Winfried Kretschmann draws a positive balance. Stuttgart - Flashy, yellow and memorable: Last year, no one could easily avoid the "The Lä


Kretschmann on "The Länd" campaign: "Overall simply a hit"

Created: 03/01/2023 17:18

By: Sina Alonso Garcia

The “The Länd” campaign has been running in Baden-Württemberg and around the world for more than a year.

While there was criticism from some quarters, Winfried Kretschmann draws a positive balance.

Stuttgart - Flashy, yellow and memorable: Last year, no one could easily avoid the "The Länd" campaign from Baden-Württemberg.

Whether on large billboards at Stuttgart Central Station, on the Ferris wheel at Schlossplatz or on the Internet: "The Länd" advertising appeared everywhere and attracted attention.

In order to attract skilled workers from abroad, the country spent around 20 million euros - and advertised both in major German cities and internationally - most recently in India.

While "The Länd" sometimes causes outrage on social networks, Prime Minister Winfried Kretschmann (Greens) is fully behind the campaign.

"The campaign as a whole is simply a hit," he told

SWR

.

"It just took off." In London, for example, where "The Länd" recruited IT specialists or scientists in the field of artificial intelligence, the campaign was "very well received".

Of course, one can only know what effect the advertising measure actually had in the end, he admitted.

"The Länd": Winfried Kretschmann convinced of the campaign, Rülke critical

According to Kretschmann, he doesn't believe in "half-lived cheap campaigns".

You have to "put something down" if you want to have "something clever".

The Swabian Prime Minister considers the costs for the mega-campaign to be appropriate.

In complete contrast to Hans-Ulrich Rülke, parliamentary group leader of the FDP.

Ironically, he taunted the large-scale advertising campaign in India: "When the poster hangs there, 'The Länd', then everyone comes to Baden-Württemberg and says: You have to work here."

Baden-Württemberg's Prime Minister Winfried Kretschmann (Greens) is a self-confessed fan of "The Länd".

© Arnulf Hettrich/imago

As Rülke criticizes, the state government has set the wrong priorities in the budget for years.

For example, employed teachers have been laid off during the summer holidays for many years – which will only change in 2023.

“'Costs almost 30 million' – that was the reasoning up until this budget.

But for an embarrassing campaign like 'The Länd', which exposes the whole of Baden-Württemberg to ridicule worldwide, then you have this sum," Rülke fumed.

"The Länd": Survey on the popularity of the campaign surprised

In a survey, “The Länd” performed significantly better than expected among German citizens.

The survey from the end of 2021 was published by the State Ministry at the request of the SPD state parliamentary group and shows: 61 percent of those surveyed found the campaign good after the start.

The proportion was even higher among younger people aged 16 to 39.

As part of the survey, the market research institute Kantar questioned 800 people aged 16 and over in Germany and Baden-Württemberg.

77 percent of the people surveyed from other federal states rated the campaign positively.

As it turned out, many of them became more aware of Baden-Württemberg as a result of the campaign.

In another, representative survey by Infratest dimap on behalf of

SWR

in April 2022 - only among citizens from Baden-Württemberg, not in all of Germany - a different mood emerged: those surveyed assessed the image campaign here predominantly critically.

Two thirds (66 percent) saw them rather or very negatively.

Only a quarter (25 percent) rated the campaign very or rather positively.

Looking at the two survey results, one could conclude that the campaign is perceived better outside of the Ländle than in The Länd itself. The fan shop for the campaign is extremely popular in any case.

The "fan shop" was sold out within a short time.

Source: merkur

All news articles on 2023-01-03

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