Nordic sobriety? Lower Saxony to move away from understatement - Lower Saxony's €10M gamble to shed its 'boring' reputation
Industrial Powerhouse and Tourist Diversity: Lower Saxony Aims to Surprise with a €10 Million Campaign—Including a New Slogan?
Lower Saxony plans to present itself with far greater boldness in its upcoming image campaign than it has in the past. Deputy Premier Julia Willie Hamburg announced the shift, telling the German Press Agency, "We would do well to talk more often about our strengths—even if it doesn't come naturally to us."
"I believe our state tends toward strong understatement, and that really isn't necessary," the Green Party politician added. "We're nordically pragmatic and content when things run smoothly. But we don't showcase the diversity and economic strength we have here. As a result, our strengths often go unnoticed."
What Becomes of "Lower Saxony. Clear."?
The state's red-green coalition government is currently preparing a new regional branding campaign set to launch this summer, with up to €10 million allocated for this year and next. The contract has been awarded to Berlin-based advertising agency Scholz & Friends.
According to the State Chancellery, the goal is to make Lower Saxony more appealing—"for those who live here, those who come to work here, and those who want to invest here." The campaign may also replace the current slogan, "Lower Saxony. Clear." though no final decision has been made.
When asked whether the new campaign would be provocative, Hamburg replied: "Perhaps. Let yourself be surprised—it will definitely grab attention."
She herself appreciates Lower Saxony's diversity above all: "In an hour, I can be in the Harz Mountains, by the sea, or on the heath," she said. The state also stands for "industrial power with global reach" and is a leader in the energy transition. "We shouldn't hide our light under a bushel," the deputy minister-president emphasized.
Yet a nationwide survey recently painted a different picture: while many Germans associate Lower Saxony with beautiful landscapes and down-to-earth values, they also see it as economically average and somewhat dull. Some 28% of the roughly 1,200 respondents admitted to having little or no clear image of the state. The poll, conducted by the Allensbach Institute for Demoscopy, was commissioned by NiedersachsenMetall, the regional employers' association.
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