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Minden + Math = Attention

In the destination brand »Minden – City with the Plus«, the plus in the claim points to the sum of many small strengths of the city of Minden. In our campaign idea, we took the math literally and calculated the advantages of Minden. The result of the calculation was as conclusive and simple as the idea itself:

The bottom line is that you have more in Minden.

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For the people of Minden themselves, it is clear: Minden’s plus is the sum of its small strengths. This awareness was strengthened and communicated to the outside world with the EMBASSY communication campaign. The motto: Don’t look at what the other medium-sized cities in the region are doing, but measure them directly against the larger metropolises.

Cities have a special attraction, and rightly so, but at the same time they are always associated with compromises: high rents, traffic jams, pollution etc.

It’s different in Minden, where you don’t have to do without nature and culture, for example. We show this and other advantages in the campaign with its distinctive »algebra system«.

 

In the communication campaign, the »plus« in the brand stands for »everything« instead of »either or«. In Minden, there is always both.

Due to the changing conditions in spring 2020 due to the Corona pandemic, the originally planned multi-channel campaign became a pure social media campaign at short notice. The regularly appearing visually concise and recognizable »calculations« refer to special »theme days« or Minden’s strengths and are distributed via the social media channels of Minden Marketing GmbH.

All equations can be found here.

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We keep on calculating: In Minden, you can find home + future and many reasons to return.

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If we used calculations in the first campaign phase to strengthen the identification of Minden residents with their city, we are now using them as part of a multi-channel-campaign to communicate with Minden returnees. Coming back to Minden means rediscovering Minden and growing with the city because Minden is no longer the same city they once left.

 

Here they can enjoy all the advantages that the big cities don’t offer them and still have the modern everyday life they no longer want to miss. We pick up on this dichotomy of home and future in the already familiar style of the calculations. The campaign started with a kick-off event in Minden and the launch of the returnee site in August 2021 and will ran on social networks until December 2021. After that, the motifs were be adapted to a Christmas theme and supplemented by outdoor advertising in the surrounding major cities.

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From August to December 2022, we ran a location campaign as the third campaign line. The aim of the campaign was to reach skilled workers from the surrounding metropolitan areas to inform them about what Minden has to offer, generate interest in Minden and possibly motivate them to relocate. In the campaign, people living and/or working in Minden were used as testimonials, who were asked to talk about the advantages of living and working in Minden. The campaign was implemented via social media channels and rounded off with outdoor advertising in neighbouring conurbations and other local marketing activities in Minden.

 

Two parallel project strands were launched in 2023 and will be continued in 2024: Firstly, the »Returnees« and »Testimonial« campaign lines that have already been started will be continued and/or expanded. With this multi-stage image campaign, the city of Minden has developed a clear line of communication as the »city with a plus« and has begun to profile itself as a centre for skilled workers. For this reason, a »workers campaign« is to be developed, elaborated and prepared in close cooperation with local companies and institutions in order to roll out the campaign over the course of 2024 and 2025.

As part of the campaign development, we designed a landing page for the testimonials and are continuously preparing editorial texts for the landing page and for Minden’s social media channel, for which we are also creating the content plan.

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