With an official state landing strip for extraterrestrial life in Mössingen, THE LÄND invites specialists from all over the world.
The message: To any intelligent life out there - LÄND HERE.
Since 23 September, the state government has been taking an innovative new approach with the superglobal campaign by thjnk and loved.
„Baden-Württemberg faces tough national and international competition for the best skilled workers. Our new campaign is aimed at all the bright minds out there: LAND HERE!"
said Winfried Kretschmann, Minister President of Baden-Württemberg.
Skilled labour', the number one issue for companies in Baden-Württemberg, is being approached in an unconventional way, typical of the land of tinkerers and inventors. THE LÄND believes that we are the best place on this planet to live and work. As part of the LÄND HERE mission and an official state runway for extraterrestrial life, specialists from all over the world are invited to Baden-Württemberg.
The initiative has been developed in collaboration with companies and universities such as Mercedes-Benz, Trumpf and the Max Planck Institute. In addition to the strong call to action LÄND HERE, the campaign focuses on the clear advantages that LÄND has to offer. On the LÄNDINGPAGE, interested professionals will find good reasons and simple instructions to come to THE LÄND. There is also a Wall of Opportunities, which links directly to the career pages of companies in Baden-Württemberg. Nine prominent representatives from business and research also provide their personal 'Reason to LÄNDEN HERE'.
“THE LÄND is a great place to live and work. Jobseekers will find excellent employers, a good infrastructure, first-class educational facilities and countless opportunities for leisure activities. "
Stefan Hartung, Chairman of the Board of Management of Robert Bosch GmbH.
According to Prognos AG, the country's demand for skilled workers will be in the mid-six-figure range by 2030. With the "Mission LÄND HERE" campaign, the state government is clearly focusing on the application in India, especially in the partner region of the south-western federal state. Since 2015, the state of Baden-Württemberg and the state of Maharashtra in western India have been cooperating in the fields of business, research and education. Baden-Württemberg has a representative office in Pune, the second largest city in Maharashtra.
"LÄND HERE is unusual, clear, innovative and cosmopolitan - just like THE LÄND. " Stefan Schulte, Chief Creative Officer thjnk.
The campaign, developed by thjnk and loved, will be visible in India on social media, web and mobile ads, and print, supported by advertorials and PR. Indian travel influencer Kritika Goel (@kritika_goel) will accompany the campaign on Instagram with videos and clips. She and the campaign's Mission Controller will be on site to present the runway, which was launched online on laendhere.com and on Instagram (@thelaend.international) on 23 September.