Hamburg’s campaign “Große Freiheit for große Kultur” has been nominated at the European Culture Brand Award 2015 in the category “City Brand of the Year”. The campaign was jointly initiated and implemented by the Hamburg Minstry of Culture and the Hamburg Marketing GmbH. To create the campaign, the Hamburg agency gürtlerbachmann used a pun – Große Freiheit is not only a Hamburg street name, but also means “huge freedom” in its literal sense. Hamburg will now be competing against Bochum and Karlsruhe.
Decision in Late October
The 21 nominees of the seven categories of the European Culture Brand Awards 2015 have been chosen by a 29-member jury of experts from culture, economy and media presided by Prof. Dr. Oliver Scheytt (president of the Cultural Policy Society). In total, 99 applications were submitted. The jury will announce its decision on 29 October 2015 at the Berlin “Night of Cultural Brands” in front of 600 invited guests from business, culture, politics and the media.
The City as Stage
Hamburg launched its visually powerful campaign “Große Freiheit for large culture” in late 2014 to promote Hamburg’s cultural diversity both internally and externally. Numerous cultural institutions have been part of the campaign. The ten poster designs are interconnected by a concise key visual. The “Grosse Freiheit” – once reference to religion and freedom of occupation Altona – became a symbol for Hamburg’s culture, where it does not withdraws into houses nor behind curtains, but turns city into a stage, with styles and genres co-existing and breeding new hybrid forms. “The marketing challenge is to map the culture in all its diversity, but at the same time to be too concrete, without reducing individual divisions. With this campaign we want to express: for everyone, but nothing is arbitrary, “said Thorsten Kausch, Managing Director of Hamburg Marketing GmbH, 2014 Launch of the campaign.
At the Culture Brand Gala, the winners of the categories will be honored with Aurica, a bronze statue that stands for excellence, attractiveness and diversity of the European cultural market. The award recognises the best marketing strategies of cultural providers, the most creative forms of investment in culture, and the most dedicated culture manager. Sponsors of the prize are RSM Verhülsdonk, the daily newspaper Der Tagesspiegel, the arte magazine, the BMW Group, as well as Deutsche Welle for the first time.