Minden + Math = Attention
EMBASSY has been supporting the city of Minden since 2019 to breathe life into the claim »The city with the plus«. Minden’s plus is the sum of its small strengths. EMBASSY’s communication campaigns reinforce this understanding and communicate it to the outside world.
We don’t want to emulate what other medium-sized cities in the region are doing, but rather compete directly with the larger metropolitan areas. Cities are justifiably attractive, but they are always accompanied by compromises: high rents, traffic jams, pollution, etc. Things are different in Minden, where you don’t have to go without nature and culture, for example. Our campaigns highlight these and other advantages with their distinctive “summation structure”. The »plus« in the brand means that there is no need to choose »either or«. In Minden, you can always have both.
In 2024, we developed a campaign for young professionals in cooperation with companies based in Minden. The campaign features real people who talk about the advantages, opportunities and special situations at their workplaces. The result is a presentation of a location where people feel comfortable because the companies in the city create a special environment.
The campaign was advertised on large billboards in Hamburg, Osnabrück, Bielefeld and Hanover, among other locations.
In order to increase its visibility, EMBASSY offered each cooperating company the opportunity to book additional billboards. The option was made use of by the companies Sitex, ABB and Weber.
»It was a great collaborative project for us as well. The success we achieved together was real teamwork. The fact that we managed to win over companies for the advertising space is definitely a highlight given the economic conditions! It shows how well our ideas and approaches worked together and also speaks volumes for EMBASSY’s work. It was great fun pulling together with you and your team, and the result is really impressive.«
– Jasper Wellbrock, Wirtschaftsförderung Minden (original quote translated from German)
We have been working with the city of Minden since 2019.
2020: We take the “city with a plus” literally and do the math on Minden’s advantages.
2020: The slogan “The city with a plus” was introduced in 2016, but was not filled with a lot of content or concrete messages. This changed in 2020 with our first campaign for Minden.
The visually concise and recognizable “equations” that were published regularly referred to special “theme days” or Minden’s strengths and were distributed via Minden Marketing GmbH’s social media channels. Due to the changing conditions in spring 2020 as a result of the coronavirus pandemic, the originally planned multi-channel campaign quickly became a pure social media campaign.
2021: A campaign for potential returnees was established this year.
While we used equations in the first phase of the campaign to strengthen Mindeners’ identification with their city, we now used them as part of a multi-channel campaign to communicate with ex-Mindeners.
Coming back to Minden means getting to know Minden anew and growing with the city, because Minden is no longer the same city that they left. Here they can enjoy the advantages that the big city doesn’t offer them, and still enjoy the modern everyday life that they no longer want to miss.
We took up this dichotomy of home and the future in the already familiar style of the equations. Later, the motifs were also adapted to the topic of Christmas. A media mix of outdoor advertising, posters and digital spaces on public transport in surrounding cities was accompanied by targeted social media advertising.
2022: As a third campaign line, we launched a location campaign.
The aim of the campaign was to reach professionals from the surrounding metropolitan areas in order to inform them about what Minden has to offer, generate interest in Minden and possibly motivate them to relocate. In the campaign, we used people living and/or working in Minden as testimonials to tell their stories about the advantages of living and working in Minden. The campaign was implemented via social media channels and complemented with outdoor advertising in surrounding conurbations as well as other local marketing activities in Minden. In 2023, the “Returnees” and “Testimonials” campaign lines that had already been launched were continued and expanded in order to raise Minden’s profile as a location for skilled workers.
As part of the campaign development, we designed a landing page for the testimonials and continuously prepare editorial texts for the landing page as well as for Minden’s social media channel, for which we also create the editorial plan.