Destination Branding for Leipzig Region

To make a geographical place a destination - a destination where tourism thrives - you have to give it meaning. Meaning emerges through identity, moving storytelling, and outstanding services. Leipzig's unique thematic positioning and plentiful offerings are received by visitors very well. Leipzig has incomparable value and the magnetic attraction of a remarkable destination.

Now and then we feel the urge to escape the bustle of the city for a few days, but wonder about ''how'' and ''where''. The colourful campaign "Für Kurzaus­steiger“ provides the solution: At train stations, in suburban trains and trams in Leipzig, Dresden, and Erfurt, the motifs draw attention to exciting getaway destinations in the region of Leipzig. The cheerful, eye-catching illustration style addresses a wide array of target groups, can easily be expanded with new motifs and can be flexibly adapted to different advertising formats. Due to the positive response, the campaign will be expanded in the following year with new motifs and shown in selected cities in North Rhine-Westphalia.

Hip cities understand each other across national borders: Our illustration for the campaign "Następny Przystanek: Lipsk" (Next Stop: Leipzig!) adorned rental bicycles and public buses in Wroclaw and Katowice, Poland, in summer 2020. Colorful, versatile, and full of exciting discoveries - the illustration conveys this special image of Leipzig to young Poles (the target group of the campaign). At the same time, a Leipzig article appeared in the culture magazine ultramaryna. Let the hype begin!

In the pandemic year 2020, it was inappropriate to run attention-grabbing adverti­sements to attract people to Leipzig in droves. To ensure that external communi­cation could still occur, it was necessary to demon­strate ingenuity. With the campaign "Leipzig Misses You" (Leipzig misses you), Leipzig residents could send colorful greetings from their city of hearts to the world. In addition to limited-­edition stamps for analog mail, we created postcard motifs that people could individually design online and then send in analog form. The best part? Not only could you send a piece of intimacy with the cards, but you were also helping Leipzig's cultural scene at the same time. The profits were donated to the Leipziger Kultur­fallschirm, a project that supported local cultural workers affected by the pandemic. 

Postal mailing is a high-risk direct marketing measure. The unit costs are high, and so is the throwaway impulse of the recipient when they open their letterbox over­flowing with advertising. But if the mailing is properly conceived and designed and is convincing at first glance, the risk is worth it. That's the case with our Christmas mailings for the Leipzig region: Charming cover illus­trations combined with Saxon dialect. Here we use humour as the key to emotion: The first glance, followed by a smile, the information is then perceived, and the message sinks in.

Many years of cooperation create smooth project communication - we know our clients, and they know what they can rely on. At the same time, it is our indispensable task to keep a close eye on their developments and - as best we can - on the entire sector communi­cation. As the office in charge of the Leipzig region, the LTM rightly always expects initiative, impulses, and ideas in order to promote the special features of our destination to potential guests in an eye-catching way.