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https://dmg.dresden.de/en/stadtmarketing/themen-event-marketing/themed-and-event-marketing.php 22.03.2018 16:23:51 Uhr 19.08.2018 05:34:20 Uhr
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© Dresden Marketing Board

Pacesetter for Dresden

Themed marketing involves focusing on a specific idea, major occasion or anniversary. Dresden has been taking this approach since 2010. And the world has taken notice. 2010 was the year of Arts and Culture, while 2011 was given over to Movement and Encounter. 2012 had Dresden as the City of Arts and Sciences, and 2013 was dedicated to the 200th anniversary of the birth of Richard Wagner. 2014 was all about Romance and Romanticism, the theme for 2015 was Creativity and in 2016 the theme was Celebration.

In 2017, our focus is on Dresden as a city of innovation and renewal, with a year-round calendar of festivals that pulls in visitors from all around the world. Many partner organisations and cultural institutions in Dresden have subscribed to the concept by staging appropriate events. We plan our campaigns up to two years in advance. But there is one fixed element: the integrated winter campaign ‘Dresden makes winter sparkle’. From October to February, this campaign promotes Dresden as the ‘Christmas City’ and the seasonal highlights of New Year’s Eve on Theaterplatz and the SemperOpernball.

2018 marketing campaign: Dresden Elbland – Moving Traditions

The theme for the 2018 marketing campaign reflects the joint marketing of Dresden and the surrounding Upper Elbe region. The slogan ‘Dresden Elbland – Lebendige Traditionen’ (English: Dresden Elbland – Moving Traditions) has been chosen to present Dresden and the Elbe Valley in Saxony as a unified brand entity with an overarching marketing plan – as a single region stretching from Torgau via Meissen to Pirna, boasting multiple attractions and beautiful scenery. Visitors from the rest of Germany and beyond appreciate the city and its region primarily for the rich and living history that can be experienced at so many different locations. And that is right at the heart of the campaign, though the forward-looking mentality of the people and their lust for life has not been forgotten either.

The four new and powerful images play a visual trick. Well-known (and less well-known) landmarks appear as watery reflections of each other: the familiar Dresden skyline and the imposing Meissen cathedral, the Kulturpalast and the Staatsschauspiel Dresden, the Bundeswehr Museum of Military History and Schloss Moritzburg, the Stallhof in the Residenzschloss and street art in Neustadt. The accompanying text boxes list forthcoming events. The campaign has been conceived and designed by Haus E alltag & anders, an advertising agency based in Chemnitz, and is being implemented by Sandstein Kommunikation of Dresden. The 2018 and 2019 campaigns were put out to national tender and these were the two companies that submitted the successful bid.

Dresden Magazine

Dresden, Dresden, Dresden! Beauty, history, modernity, new directions: Few cities are as creative as Dresden in incorporating major changes without losing sight of their own traditions. Dresden Magazine illustrates this point: in pictures, with statistics and from all perspectives. Discover key facts about the city and its region while reading fascinating articles written in a lively journalistic style. What would you like to know about Dresden? What are your plans? Be prepared for more of everything – and discover Dresden now. Here is your magazine ready to download or, if you prefer your reading matter in the classic print format, order a copy by post. Do you have any special requests? Is there anything we might have missed? Then please let us know. We’ll attend to it immediately.

The 2018 issue of Dresden Magazine introduces three artistic directors who are not afraid to steer the cultural traditions of this city in new and exciting directions. It features success stories that demonstrate the credentials of the city as a business location with a long tradition of pioneering innovation and entrepreneurial endeavour. It tells us about scientists and projects which yet again testify to the advanced level at which research is conducted here. Above all, however, Dresden Magazine looks at the lively traditions of this city, exemplified in the biographies of its committed citizens, in the passion with which the key issues of our time are debated and in the sheer diversity of its cultural offerings.

 

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