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Hamburg Hopes for Laurels in Culture Marketing

Livestream of the tenth jubilee of the "Night of Cultural Brands". Hamburg among the finalists of the "City Brand of the Year" award

On 29 October 2015, the Cultural Brands Awards will be granted at the tenth „Night of Cultural Brands“, at the TIPI at Berlin’s Chancellery at a prize-giving gala attended by 575 guests. 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. For the first time, the German broadcaster Deutsche Welle will be featuring the gala in a live stream starting at 18:55 at

Hamburg Among the Finalists

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” and will be competing against Bochum and Karlsruhe in Berlin. 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.

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“, commented Thorsten Kausch, Managing Director of Hamburg Marketing GmbH, the launch of the campaign in 2014.

Prestigious Prize

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

Highlight of the 7th KulturInvest Congress

Taking place without any public funds, the “Night of Cultural Brands“ and its awards are made possible by the event’s initiators Hans-Conrad Walter and Eva Nieuweboer, the jury from poliltics, media, and business, and sponsoring partners. This year, their include RSM Verhülsdonk, BMW-Group, Der Tagesspiegel, arte Magazin. Deutsche Welle, Mihai- Gesellschaft für Mediaservice, Bundesvereinigung City- und Stadtmarketing, along with more than 30 event and media partners. The prize-giving gala will be the highlight of the 7th “KulturInvest-Kongress” in Berlin. This European meeting place of all active in cultural management, marketing and investment will place 29-30 October 2015 with 500 participants at Der Tagesspiegel.

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