#GANZSCHÖNRAUSKOMMEN
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Credits
Company / Customer
Agency / Design
Details
With #GANZSCHÖNRAUSKOMMEN, Freiburg strategically advanced its tourism brand and, for the first time, deliberately shifted the focus to the off-season. Through emotional video storytelling, authentic local personalities, and a precisely orchestrated multichannel media mix, the campaign successfully activated post-materialist and progressive target groups. More than 70 million impressions, over one million interactions, and a significant increase in off-season overnight stays underline the campaign’s sustainable brand impact.
The Jury‘s Statement
Where tourism communication usually reinforces the peak season, Freiburg starts from a real tension: creating visibility without intensifying overcrowding. "#GANZSCHÖNRAUSKOMMEN" develops the existing brand core with precision for the off season and replaces an advertising-led tone with local personalities whose stories remain editorially viable. Across moving image, social media, PR and urban media, the result is a clearly directed campaign whose media logic does not treat reach in isolation, but builds it from credible content.
