The Länd

Red Baron was intrigued by panels and posters appearing suddenly downtown Freiburg welcoming people to the Länd. My readers possibly know that the Baden-Württembergers affectionally use to call their State das Ländle. But the Länd, how silly is that?

When you google, you hit a website where the Länd says Hällo, and becoming a Ländfluencer, you can buy a Täsch in the Fänshop. Crazy.

You further learn that the Länd is the new marketing campaign for Baden-Württemberg (BW). The well-known old slogan "Wir können alles. Außer Hochdeutsch (We can do everything. Except speak High German)" is difficult to understand internationally.

So BW forwards a new slogan, „Wir können alles neu erfinden - auch uns selbst (We are able to reinvent everything - even ourselves).“ The Ländle would like to present itself as a high-tech location and a region with a high quality of life.

 

The father of the Länd Winfried Kretschmann (Greens) said with delight, "That fits. 'The Länd' is understood by everyone; it is self-confident and flashes a little self-irony."

BW's Managing Director Peter Waibel enforced Kretschmann's statement, "The Länd is memorable, unique by the umlaut dots, self-confident, thoroughly self-ironic, and understandable worldwide in the most beautiful T-shirt English.

T-shirt English

Let's wait for the effect of the campaign. 

In the Freiburger Wochenbericht of November 3, Gutmann's school of dancing had the following advertisement:

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  N.B.: Pictures 2,3, and 3 are ©The Länd