Les campagnes de promotion des Länder allemands

Dans cet article, Manuel Lianos, rédacteur en chef de Politik und Kommunikation analyse les différentes campagnes et les stratégies de promotion des Länder allemands.

After the effective campaign of German federal state Baden-Württemberg some other federal states are also trying to emulate the success, however finding the right message has proven to be a difficult task in the times of tightened purse strings and elections.

The campaigns are supposed to motivate the federal states citizens and make the states themselves more attractive for tourists and investors. But every now and then the usefulness of the costly campaigns is justifiably put into question – mainly due to the fact that they aren’t sending out clear messages and too often end up in imitating each other. 

One federal state’s success is often eyed by other states with suspicion. Campaigning for themselves, the federal states are competing against one another. Image – and location campaigns are springing up every where. When it comes to promotion campaigns the federal states are neither exchanging experiences nor using the possibilities for joint idea development. “Everyone looks after their own business”, says a participant. 

Please click here to read the full Politik und Kommunikation article in German.