Land of early risers

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Motorway sign on the A 2

Land of early risers was an advertising slogan for the state of Saxony-Anhalt . The name was part of the nationwide advertising and image campaign " We stand up earlier " of the state of Saxony-Anhalt. The slogan was intended to refer to the “early riser mentality” of the state's residents and the state wanted to make people all over Germany and potential investors curious about Saxony-Anhalt. With the start of a new campaign phase, the slogan was reinterpreted until 2014. Under “That's why we get up earlier”, the focus was on people from Saxony-Anhalt who presented their projects and success stories.

history

On May 24, 2005 the then Prime Minister Wolfgang Böhmer presented the first poster in Magdeburg to kick off the nationwide advertising campaign. The campaign, which was coordinated by Landesmarketing Sachsen-Anhalt GmbH, has been running since 2005 in several stages with different content and target groups. In 2012, a Europe-wide call for tenders decided to start a new project phase, which was presented to the press on January 11, 2013 under the slogan “That's why we get up earlier”. The state marketing campaign focused on people who showed what they used to stand up for in Saxony-Anhalt. The aim was to connect the very general idea of ​​early risers with very specific people and success stories from the state in a sympathetic way. This campaign phase ran until spring 2014 and was financed entirely from the European Structural Funds ESF and ERDF . The campaign was replaced by signs that pointed to the Reformation anniversary in 2017 with the text “Saxony-Anhalt: Land of origin of the Reformation” .

General

The idea for the campaign came about in connection with the results of a representative survey by the Society for Social Research and Statistical Analysis Forsa , according to which Saxon residents wake up at 6:39 a.m. on weekdays, nine minutes earlier than the average German citizen. The reason for the nine-minute difference was found in the survey that 8% of those in employment in Saxony-Anhalt commuted to neighboring countries due to a lack of jobs in their own federal state, so they had to travel longer to work and accordingly had to get up earlier. As an alternative, the slogan “We'll be home later” was originally shortlisted.

The slogan of the motorway signs at the state borders of Saxony-Anhalt was “Welcome to the land of early risers”. A total of ten of these signs were attached to the federal motorways that cross the national borders. These signs were pasted over for follow-up advertising in 2016 and so on.

In 2011, Baden-Württemberg advertised with the slogan “In Saxony-Anhalt you get up earlier. With us nobody stays seated ”, who ironically satirized the“ We get up earlier ”campaign.

Individual evidence

  1. ^ Christoph Richter: Saxony-Anhalt - country of origin of the Reformation. In: deutschlandfunk.de. August 31, 2016, accessed October 26, 2018 .
  2. ↑ sachsen-anhalt.de ( Memento from September 10, 2012 in the web archive archive.today )
  3. ↑ Welcome to the land of early risers ( Memento from September 10, 2012 in the web archive archive.today )
  4. ↑ Saxony-Anhalt promotes the Reformation with new motorway signs. In: mz-web.de , August 30, 2016, accessed October 26, 2018.
  5. ^ Zoff between early risers and not staying seated