Elbphilharmonie Hamburg © / Andreas Vallbracht

Hamburg Showcases Its Diverse Cultural Landscape In National Poster Campaign

Innovative, colourful, diverse, and of high quality - these are the claims of the new poster campaign "Great Freedom For Great Culture" Hamburg is running on national level to promote its cultural landscape

Hamburg Marketing, Hamburg Ministry of Culture, and 300 cultural institutions of the Hamburg Metropolitan Region have joined forces to promote the city’s cultural assets by a national poster campaign due to be launched next week

Make diversity visible

With 300 cultural institutions, including 60 museums and 45 theatres, Hamburg’s cultural landscape is rich, varied, and of high quality. With the new cultural marketing campaign developed by Hamburg Marketing GmbH in co-operation with the Ministry of Culture and Hamburg’s cultural institutions, this diversity is now made visible in a uniform way, without neglecting the individuality of each participant. Barbara Kisseler, Hamburg Minister of Culture, says: “Hamburg is a city of culture, and we promote this particular quality by our accented cultural marketing. The campaign designed by the Hamburg agency gürtlerbachmann allows all cultural institutions and initiatives to get involved and to show their assets, thus emphasising the fact that Hamburg is a liberal and open city for all forms of art and culture.”

16 Iconic Posters

In close collaboration with cultural partners, 16 posters were designed and linked by a key visual. In the campaign, Hamburg’s “Große Freiheit” – once referring to the freedom of religion and trade in Altona – is re-interpreted for the city’s cultural offers, where culture does not retreat to houses and or hide behind curtains, but makes the city a stage, with styles and genres co-exist and mixing to create new, hybrid forms. While ten institutions were partners at the start of the campaign in Hamburg in November 2014, further partners such as Deutsche Schauspielhaus, Ensemble Resonanz, Ballinstadt emigration museum, Elbjazz, and Reeperbahn Festival have joined the initiative with posters featuring their assets.

Campaign Culture At Elbphilharmonie’s Construction Fence

“Hamburg is a city of culture, and we promote this particular quality by our accented cultural marketing. Our campaign allows all cultural institutions and initiatives to get involved and to show their assets. By opening the campaign to new partners and featuring it on the building fence of Elbphilharmonie, we underline the fact that future concert hall has been part of our cultural landscape already today.” Thorsten Kausch, managing director Hamburg Marketing GmbH, adds: “From the very beginning, our target has been a long-running, holistic campaign. Now, we have reached the next level. Since the announcement of the official opening date, Hamburg’s city marketing has been increasing its activities in promoting Hamburg’s assets as a city of music and culture at home and abroad. Our cultural marketing campaign is quintessential to these efforts.”

In The Sign Of Culture Also At ITB

To finance the campaign, the Hamburg Senate provided funds from the city’s cultural and tourist tax. In addition to other national campaigns, the launch of a new Hamburg culture app is currently being prepared with Hamburg Tourismus GmbH (HHT) as partner. In addition, HHT will showcase the campaign at the International Tourism Exchange (ITB), where Hamburg will present its cultural landscape to more than 200,000 trade visitors. “Especially in view of a our Olympic bid, we want to show that Hamburg is synonymous with innovation, vitality, and passion. This manifests itself nowhere better than in Hamburg cultural scene”, said Thorsten Kausch.

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