Campaign underway to boost cultural mix

Ministry of Culture and Media and Hamburg Marketing seek to add more colour - emphasis on social media
24 November 2023
Elphi Hamburg

The Ministry of Culture and Media and Hamburg Marketing GmbH have launched a campaign to highlight cultural diversity in Hamburg. The spectrum ranges from vernissages, art house cinemas, poetry slams and dance events to classical and club concerts. This latest campaign builds on the successful Hamburg Summer of Culture 2021. Under the theme of "Mixing is Possible", people throughout the city are encouraged to discover new cultural venues and events and mix them with the tried and tested.

New cultural hubs in Hamburg

"We invite you to discover new cultural territory and to mix what Hamburg has to offer as a city of culture," said Dr Carsten Brosda, Senator for Culture and Media. Go down the beaten track for a change, he added. Backed by the Karl Anders creative agency, the campaign will unfold mainly on social media especially Instagram and in public spaces across northern Germany. It also features competitions, testimonial campaigns and collaborations with many cultural institutions in Hamburg and targets young people in particular. "By focusing on a young target group, we are rousing a desire for new things," said Dr Rolf Strittmatter, Managing Director of Hamburg Marketing GmbH. Wednesdays will also become #Mischwoch with lots of cultural tips on the Internet every week. Cultural institutions are welcome to take part and give followers of other cultural institutions insight into their offers via Instagram.