Region with a clear message?
We have the Heart of the Northwest location campaign!
Heart of the Northwest is the Osnabrück district's location campaign - developed to make visible what characterises the region and why it is equally attractive for skilled workers, companies, families, students, trainees and returnees. The campaign combines the economic strength of the Osnabrück region with its quality of life: short distances, reliable structures, affordable housing, strong businesses, safe communities, plenty of nature and an open, down-to-earth community.
The aim of the campaign is to communicate these strengths clearly, confidently and in a contemporary way - both internally and externally. It is not just about advertising, but about orientation: people should recognise why the Osnabrücker Land is a place with a future. Regardless of whether someone wants to work, return, arrive, study or start a business here - Herz des Nordwestens provides the information, background and impetus that are important for making a decision.
The campaign is not based on assertions, but on a broad foundation of regional voices and sound data: Surveys of the population, discussions with companies, workshops with local authorities and a comprehensive analysis of location factors have shown what really makes the Osnabrück region strong. These findings were translated into a clear communication logic that shows the region for what it is: diverse, reliable and full of opportunities.
The task.
In order to precisely describe the strengths of the Osnabrück region, the district of Osnabrück focussed on particular locational advantages based on a comprehensive location analysis. This was based on data from nationwide regional rankings, the evaluation of economic and demographic indicators, interviews with regional stakeholders and a representative population survey.
Among other things, economic strength, quality of life, infrastructure, innovation, supply, nature and social structures were analysed. The results show a clear profile: the Osnabrück region stands for stability, diversity, short distances, security, affordable housing and strong businesses. These findings form the basis of the Heart of the Northwest campaign - and ensure that the communicated locational advantages are well-founded, authentic and relevant for all target groups.
The idea and the realisation.
The Heart of the Northwest campaign arose from the desire to communicate the strengths of the Osnabrück region in a clear, modern and authentic way. In order to develop this idea professionally, the Hagenhoff advertising agency from Osnabrück was commissioned with the conception and creative development. Hagenhoff was responsible for the central idea, the visual concept and the communicative system of the campaign.
At the centre is a simple principle: questions formulated with "with" are met with answers that make concrete locational advantages visible. This makes complex factors such as economic strength, quality of life and mobility understandable, concise and straight to the point.
The idea is not to reinvent the region, but to make visible what already characterises it: strong companies, short distances, reliable structures and people who are shaping the future together. With clear imagery, authentic stories and a tonality that shows attitude, the campaign combines information and identity. It emphasises why working, living and arriving in the Osnabrück region belong together - and makes this regional character tangible both internally and externally.