Minden+Du
Winner
Excellence in Brand Strategy and Creation
Employer Branding Activities and Campaigns
Details
The “Minden+Du” campaign combines location marketing and employer branding in an integrated approach involving the city and the business community. Rather than traditional location campaigns, the focus is on real-life insights from the companies themselves: employees talk about their day-to-day work and their lives in Minden. In 2025, the campaign was further developed in collaboration with the participating companies. The content is created directly within the companies and is tailored to the needs of the target groups. The result is a credible image of the location. The campaign follows a learning system: content and formats are tested, evaluated and optimised.
The Jury‘s Statement
Where employers have to communicate not only themselves but also the location, Stadt Minden uses "Minden+Du" ("Minden+You") to establish a shared brand logic. The campaign links location profiling and employer communication in a clear narrative carried by real employees. Video stories from the workplaces, content precisely aligned with audience needs, and an iteratively refined social media approach give talent communication proximity and direction. This creates a well-founded model that turns collaboration into visible brand work.
