There is a lot to discover in the European Metropolitan Region Nuremberg: ”See It. Feel it. Stay.” This slogan stands for a fundamental characteristic of the region: its ability to surprise.
With a focus on creativity, internationality and quality of life, the Nuremberg Metropolitan Region has clearly positioned itself as a ”Home for Creative Minds”, which serves as both a vision and a guiding principle. The metropolitan region’s aspiration: ”We want to be the preferred homeland for the creative minds of this world.” Communicating this position to the outside world is as much a part of the Marketing Forum’s responsibility as building the ”Nuremberg Metropolitan Region” brand and increasing its international profile.
The management office of the Marketing Forum is based at the Marketing Association, which has been conducting successful regional marketing since 1996. The 31 members of the forum comprise an expert council that advises the association’s board of directors as well as its management and introduces innovative suggestions and different forms of implementation.
The new marketing strategy for the European Metropolitan Region Nuremberg has been in development and implementation since 2010. At this time, there is a particular emphasis on expanding the area of online marketing, which is to play a more significant role in the future.
One of the first steps was to consolidate the online presence of the Nuremberg Metropolitan Region and the Marketing Association into a single website www.metropolregion-nuernberg.de as well as adapting the site to the new corporate design.
A key element of the new website is the events calendar for the entire metropolitan region. In a second stage planned for 2012, the emphasis is on expanding into the area of social media and enhancing the online presence with promotional videos.
The Nuremberg Metropolitan Region is the first and so far only European metropolitan region identified by special road signs along the motorway.
The signs are a way of strengthening the identity and regional awareness of the Nuremberg Metropolitan Region as well as conveying a sense of unity to the outside world. In 2006, the Marketing Forum encouraged municipalities and administrative districts to add special road signs to their touristic motorway signs. The Marketing Association took on the responsibility of organising and implementing this project as an on-going marketing measure.
The 100th Nuremberg Metropolitan Region road sign has graced its motorways since 2010. On average every third touristic sign features a special sign of this kind. The signs bring millions of people in contact with the Nuremberg Metropolitan Region brand and are enthusiastically received both within and beyond the Nuremberg Metropolitan Region.
Under the heading ”A Home for Creatives”, the Marketing forum began a nationwide advertising campaign in the Süddeutsche Zeitung newspaper in October 2006. For two-and-a-half years, a new creative advert, characterised by surprising designs and self-assured understatement, highlighted the region’s strengths every month. Financing for the adverts came from sponsors, who used them to promote their businesses based in the metropolitan region. The campaign featured a total of 30 different designs.
The designs created for the advertising campaign were collectively shown in an exhibition at the Nuremberg Airport during the summer of 2009. Since then the campaign has been shown at different town halls and district offices and is touring across the entire metropolitan region.