Overview
- The state confirmed a contract with the Berlin office of Scholz & Friends worth about €6.7 million before VAT, with work already underway and running until 31 December 2027.
- The 2026–27 budget earmarks €10 million for the location-marketing effort, with remaining funds set aside for campaign measures beyond the agency fee.
- A representative Allensbach survey found 28% of Germans have little or no idea of Lower Saxony, rising to 42% among 16–29-year-olds, with many younger respondents calling it boring.
- Business association chief Volker Schmidt labeled the findings a wake-up call and warned that complacency could leave the state the “Bielefeld of the federal states.”
- The winning concept was chosen by a jury including Minister Melanie Walter, State Secretary Matthias Wunderling-Weilbier and UVN head Benedikt Hüppe, with tone guidelines of “open and real, self-confident pragmatic, charmingly dry” and a possible replacement of the current “Niedersachsen. Klar.” slogan, for which Schmidt suggested “Niedersachsen. Voller Energie.”