Welcome to The Länd

We can reinvent anything – even ourselves.


Always in action: THE LÄND.

For those who want to be even more amazed, here we show the biggest highlights of our campaign.

The LÄND push notifications on a smartphone

We love THE LÄND.

On the jubilee marking the state’s 70th anniversary, we asked you: “Why celebrate “THE LÄND”?”

Follow our LÄNDfluencers.

Two people standing on top of a mountain. In the foreground there is a big "LÄNDFLUENCER" headline.
Multiple Instagram-Stories are being tapped through via an animation on a phone screen.

Sharing is caring

We are all THE LÄND. And we’ll be sharing the most creative posts with our FÄNs and followers in our new “Sharing is CARING” content format.

4 Questions – 4 ANSWERS

A neon yellow cab and a red tourist bus are standing in front of the Buckingham Palace in England.
Three neon yellow cabs with "LÄND" lettering are driving through streets of england.
Neon yellow cabs with "LÄND" lettering are standing in front of the London Eye in England.

THE LÄND in ENGLAND: At the beginning of November the Minister-President opened the first “new look” foreign office. In the metropolis of London.

4 Questions – 4 ANSWERS

A big designer building made out of wood representing Baden-Württemberg.
Letters on a wall saying "THE LÄND the source of innovation".
Multi-colored stairs with a big yellow "THE LÄND" Stand on them.

THE LÄND in DUBAI. THE LÄND is welcoming an international public to the Baden-Württemberg Pavilion at EXPO Dubai 2020.

The FÄN shop ON TOUR

A man looks at THE LÄND merchandise in a shop.

The launch of THE LÄND.

Prime Minister of Baden-Württemberg Winfried Kretschmann and other people are holding up a big "We are THE LÄND" banner.

It’s show time for THE LÄND.

"THE LÄND" lettering on the walls of the tunnel at Stuttgart Central Station.
Big yellow "#THELÄND" letters on a small grass field.

Everybody’s talking about: THE LÄND. Even before the big reveal the campaign amazed the entire state with installations, posters and promotions.

Making Of THE LÄND.

Two people in black "THE LÄND" hoodies sitting at a table.
THE LÄND banner on the Breuninger shopping center close up.
Big THE LÄND banner on the Breuninger shopping center.
THE LÄND banner gets attached to the Breuninger shopping center.

THE LÄND salutes the state capital. The highlight of the guerilla promotion was our transformation of Stuttgart Breuninger’s facade with a giant ‘HÄLLO’.

GIF of the THE LÄND instagram account with new posts appearing in the timeline.

The Social Media TAKEOVER

We surprised the followers on our social media channels with a mysterious takeover that was then revealed post by post by THE LÄND.


A woman is carrying the TÄSCH from our online shop.

THE LÄND is full of highlights – order a few of them here. Discover our range of products.

Enter the Fänshop