Stuttgart Airport has become the latest location to sell the iconic “Nett hier. Aber waren Sie schon mal in Baden-Württemberg?” (Nice here. But have you ever been to Baden-Württemberg?) stickers, a decades-old marketing campaign that has unexpectedly taken on a life of its own. The move, made with the backing of the state government, comes as outgoing Minister President Winfried Kretschmann was spotted purchasing a pack himself, documenting the moment in an Instagram story. The stickers, available for one euro, are intended to promote the southwestern German state, but their history is marked by a playful tension between enthusiastic promotion and concerns about environmental impact.
The campaign, launched in the late 1990s, initially aimed to shed Baden-Württemberg’s image as a region of industrious but somewhat uninspiring “Schaffer und Häuslebauer” (achievers and homeowners). The slogan, often accompanied by the tagline “Wir können alles. Außer Hochdeutsch” (“People can do everything. Except High German”), quickly resonated, and the stickers became a popular souvenir for travelers. Over the years, these small yellow emblems have been photographed in far-flung locations – from the foot of Mount Everest to the Pyramids of Egypt, and even Machu Picchu in Peru – as documented by users on social media using the hashtag #netthier.
The stickers’ journey hasn’t been without controversy. While many find their appearance in unexpected places charming, others criticize the littering of natural and cultural landmarks. This backdrop makes the decision to sell them at the airport, a high-traffic international hub, particularly noteworthy. “Offering the stickers at the airport is a logical step,” said Beate Schleicher, a spokesperson for Stuttgart Airport, adding that it helps to “further increase the visibility of Baden-Württemberg worldwide.”
A Balancing Act: Promotion and Preservation
The state government acknowledges the concerns about potential misuse. A spokesperson stated that while the stickers are intended to showcase pride in the region, “environmental pollution and any kind of damage to property are not in our interest.” The official guidance encourages people to stick them on personal items – laptops, notebooks, cars – or simply hold them up for photos. Despite this, the state government doesn’t anticipate legal repercussions for those who choose to adhere them to public spaces, stating that any resulting legal issues would fall outside their purview.
Airport officials share a similar outlook. “We don’t fear that the gate area will soon be speckled with yellow,” Schleicher commented, noting that the sticker vending machine will remain in place until the complete of the year. Those unable to travel can still obtain the stickers free of charge by emailing [email protected], although the state’s online shop remains temporarily unavailable due to a cyberattack reported in late 2023 by Südwestrundfunk.
From Trains to Global Landmarks: The Evolution of a Campaign
The “Nett hier” campaign began in the late 1990s with advertisements on trains, buses, and at trade shows. It quickly expanded beyond Baden-Württemberg, appearing in cities like Hamburg, Düsseldorf, and Berlin, and eventually internationally. The stickers, yet, became the most visible and enduring symbol of the campaign, evolving over time with countless variations and parodies. While the campaign has since transitioned to the broader “The Länd” branding, the “Nett hier” stickers continue to thrive, fueled by a dedicated online community.
Marketing Professor Anja Forster of the Hochschule Pforzheim explained the phenomenon, noting that the stickers represent a shared sense of regional pride. “They demonstrate the connection of people to their home state and draw attention to Baden-Württemberg worldwide,” the state government echoed in a statement. Forster further suggests that those who place the stickers become “brand ambassadors,” and the online sharing of photos amplifies the campaign’s reach.
A Creative “Evergreen”
The longevity of the campaign is remarkable. The stickers have become a canvas for creativity, with people altering the slogan for humorous effect or using them to promote other causes. This adaptability, combined with the inherent appeal of a simple, recognizable symbol, has ensured its continued relevance. Forster describes the “Nett hier” sticker as a “creative evergreen.”
The decision to sell the stickers at Stuttgart Airport represents a renewed effort to capitalize on this enduring popularity. While the state government acknowledges the require for responsible employ, the campaign’s success hinges on the continued enthusiasm of those who choose to carry a little piece of Baden-Württemberg with them – and share it with the world. The availability of the stickers at the airport provides a convenient opportunity for travelers to participate in this ongoing, and often playful, expression of regional identity.
Looking ahead, the state government will continue to monitor the impact of the airport sales and assess the campaign’s effectiveness. The next update on “The Länd” marketing initiatives is expected in early 2025, as part of the annual tourism report. What do you think of this unique marketing strategy? Share your thoughts and experiences with the “Nett hier” stickers in the comments below.
