Swiftkirchen
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Ambient Media and Outdoor Advertising
Details
Unforgettable experiences for visitors to the three Taylor Swift concerts in Gelsenkirchen with the aim of increasing the length and quality of their stay. The global attention was to be used to raise Gelsenkirchen's profile and further sharpen the city's brand profile as an outstanding venue for international live concerts. The nucleus of the positioning was the temporary renaming of the city to “Swiftkirchen”. To this end, around 30 “Swiftkirchen town entrance signs” were installed at highly frequented locations - the initial spark for worldwide reporting.
The Jury‘s Statement
"Swiftkirchen" impressively demonstrates how a bold and strategically crafted initiative can generate worldwide attention for a city. The temporary renaming of Gelsenkirchen to "Swiftkirchen" during the Taylor Swift concerts was not only a creative idea but also a powerful move to sharpen the city's brand profile. The striking execution, featuring around 30 entrance signs at high-traffic locations, created a strong visual presence and sparked global media coverage. This project masterfully combines strategic brand management with clear, impactful, and identity-building communication. It successfully enhanced the on-site visitor experience while sustainably positioning Gelsenkirchen as an internationally significant event location.
