Stuttgart Airport travelers now have a quirky souvenir option: packs of the iconic “Nett hier. Aber waren Sie schon mal in Baden-Württemberg?” (Nice here. But have you ever been to Baden-Württemberg?) stickers, dispensed from a bright yellow vending machine. The move is the latest effort by the German state to amplify its long-running, self-deprecating tourism campaign and reach a wider audience, including those passing through the region rather than specifically visiting it.
For a euro, visitors can purchase a pack of ten stickers, now also available in English as “Not bad. But have you ever been to Baden-Württemberg?” The vending machine, predictably colored in the campaign’s signature yellow, is located in Terminal 3, a key transit hub for both international and domestic flights. This strategic placement, according to a spokesperson for the Baden-Württemberg state government, ensures the campaign reaches “all relevant target groups” – residents, potential employees, business travelers, tourists, and even those “offline,” a nod to the stickers’ tendency to appear in unexpected places.
The phrase itself dates back to a marketing campaign launched in the late 1990s, designed to playfully challenge perceptions of Baden-Württemberg. Although often overshadowed by more glamorous German destinations like Bavaria or Berlin, the state has cultivated a devoted following for its understated charm, industrial prowess, and scenic landscapes. The stickers, initially a small part of that campaign, quickly took on a life of their own, becoming a popular memento for travelers who then spread the message – and the stickers – across the globe. You can locate images of the stickers affixed to landmarks and travel gear on social media platforms like Instagram and X (formerly Twitter).
A Campaign Rooted in Self-Awareness
The enduring appeal of the “Nett hier…” campaign lies in its honesty. Rather than attempting to portray Baden-Württemberg as a universally thrilling destination, it acknowledges that other places are also “nice,” but subtly suggests that the state offers something unique. This self-awareness resonated with a public often weary of overly polished marketing messages. The campaign’s creator, according to reports from the time, deliberately aimed for a tone that was both humorous and inviting.
The stickers’ journey from regional marketing tool to global phenomenon is a testament to the power of word-of-mouth and the internet. Travelers began documenting their sticker placements, creating a sort of unofficial scavenger hunt and further amplifying the campaign’s reach. The state government has largely allowed this organic growth to continue, recognizing the value of authentic engagement.
Reaching Travelers at a Key Touchpoint
The decision to install a vending machine at Stuttgart Airport represents a shift towards more proactive distribution. While the stickers have always been available through tourist information centers and other outlets, placing them in a high-traffic location like the airport allows the campaign to intercept travelers who may not have otherwise encountered it. Stuttgart Airport served approximately 7.4 million passengers in 2023, according to the airport’s official statistics , providing a significant potential audience.
The state government believes the airport location will be particularly effective in attracting skilled workers and businesses. Baden-Württemberg is a major economic hub in Germany, known for its automotive industry, engineering, and high-tech sectors. The campaign subtly reinforces the message that the state is a desirable place to live and work, even for those who may not be actively seeking a vacation destination.
The Sticker’s Cultural Impact
The “Nett hier…” sticker has become more than just a promotional item; it’s a cultural symbol. It’s frequently seen in photos shared online, often used as a playful way to compare different locations. The sticker’s presence in unexpected places – on backpacks in Southeast Asia, on laptops in Silicon Valley, on street signs in South America – speaks to its ability to transcend geographical boundaries.
The campaign’s success has also inspired similar initiatives in other regions, though few have achieved the same level of organic popularity. The Baden-Württemberg example demonstrates the power of a simple, memorable message and the importance of allowing a campaign to evolve organically.
Looking Ahead
The state government has not announced any further expansions of the vending machine program, but officials have indicated they are monitoring its performance closely. The success of the airport initiative could lead to similar installations at other transportation hubs, such as train stations and ferry terminals. The ongoing goal remains to increase awareness of Baden-Württemberg as a destination for tourism, investment, and skilled workers. The next data release regarding the vending machine’s sales and impact is expected in late 2024, according to a statement from the Ministry of Economic Affairs, Labour and Tourism.
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