Catherine Hostiani · 2 min read

Bremen: Place Branding to Assert a City's Identity and Promote Heritage

The slogan, "Bremen – Live It!", might not turn heads, but here is a great case of action speaking louder than a marketing campaign.

1. Captive storytelling. There is a free audioguide available in 6 languages that brings you to 13 stations around the city center. My favourite: HochzeitsHaus, a house rented to couples who wanted to get married at the cathedral so they could prove residence in the city, a requirement in the Middle Ages. Today, it's probably the tiniest hotel in the world, with 2 rooms.
2. Thoughtful audience segmentation. Digital presence is tailored to serve a diverse audience, from families to sport buffs. There is even a women-curated section informing topics such as culture and feminism.
3. Accessibility is not an afterthought. A wealth of information is available to promote that Bremen is barrier-free, including hotels and places of interest that are accessible. The site and audio guide include a Leichte Sprache version, which is great for German learners and those with learning difficulties.
4. Authentic local voices. Through "Bremen Locals" on Instagram, the city hands the mic to diverse residents, from drag queens to tour guides, to share their favorite spots.

I left Bremen imagining how livable the city can be.