Overview
- The campaign was publicly launched Monday by Ministerpräsident Olaf Lies with new posters already visible in Hannover and a website and AI-assisted teaser in circulation.
- The rot‑green government allocated up to €10 million for 2026–2027 and awarded the contract to the agency Scholz & Friends to produce ads and materials.
- Creative elements include Dennis Schröder as the campaign ambassador, a soundlogo built from the Scorpions' whistle and a full commercial scheduled for release at the end of June.
- Officials cite an IW Consult study to highlight strengths such as the state's high birth rate, leadership in wind power and large fruit-growing sector, while critics and the Bund der Steuerzahler question the campaign's cost and measurable impact.
- The effort is staged: an initial phase targets residents to create local ambassadors and an autumn phase will focus on investors and skilled workers, following a growing trend of German states using branding to compete for talent and investment.