Schleswig-Holstein. The true north.

"Schleswig-Holstein - The True North - Identity, Strength and Uniqueness"
In the modern competitive landscape, many federal states rely on individual brands to attract start-ups, investors, skilled workers and tourists. Among these, Schleswig-Holstein stands out with its umbrella brand "The Real North" as a shining example of diversity, identity and strong locational advantages.

The importance of the state umbrella brand:

"Schleswig-Holstein. The true north." acts as a uniform trademark that unites the diversity of the state under a strong, recognisable umbrella. It communicates the advantages of the location to the outside world, creates identification and emphasises the uniqueness of the federal state. The brand not only characterises the appearance of the state government, but also serves as a symbol for the characteristics and values that define Schleswig-Holstein and its inhabitants.

The symbolism of the north:

As the northernmost federal state with access to the North Sea and Baltic Sea, Schleswig-Holstein epitomises Germany's maritime roots. The positioning as "North" unites inland and coastal regions, combines business and tourism and evokes positive associations such as vastness, freshness, health, stability, clarity and cosmopolitanism, both nationally and internationally.

"Genuine" as a leitmotif:

The addition "echt" in the brand is not just a promise, but reflects the North German virtues: authenticity, down-to-earthness and reliability. It emphasises the uniqueness and honesty that make Schleswig-Holstein an outstanding place.

Conclusion:

"The Real North" is more than just a state umbrella brand. It represents the diversity, strength and uniqueness of Schleswig-Holstein and is a powerful instrument for attracting people and companies and strengthening the state's identity. The brand acts as a reflection of the state's strengths and creates a strong connection between its residents and the world.

An overview of the key players involved in the state umbrella brand:

Ministry of Economic Affairs, Transport, Labour, Technology and Tourism of the State of Schleswig-Holstein (MWVATT)

The MWVATT is responsible for the state brand and the location marketing of the state of Schleswig-Holstein. It emphasises the advantages of the state as a business location and coordinates measures to promote companies and tourism.

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WT.SH (Business Development and Technology Transfer Schleswig-Holstein GmbH)

WT.SH supports companies in areas such as location consulting, promotion and innovation. It operates business centres abroad and enables companies to participate in the partner programme of the state brand

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Partner programme "Schleswig-Holstein. The real north."

Companies and institutions from Schleswig-Holstein join forces to publicise the advantages of the state. The aim is to attract skilled workers and investors to Schleswig-Holstein in the long term

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TA.SH (Tourismus-Agentur Schleswig-Holstein GmbH)

TA.SH markets the state as an attractive travel and conference destination. It supports local tourism organisations and promotes Schleswig-Holstein as a year-round destination.

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NAH.SH (Local Transport Association of Schleswig-Holstein GmbH)

NAH.SH organises local public transport and aims to strengthen its image and increase its market share. It improves the quality of public transport and is committed to a standardised fare system.

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