A lead agency is to be selected to manage and implement the umbrella brand campaign THE LÄND in terms of strategic content, with the aim of appealing to specialists on a national and international level and to carry out location marketing for Baden-Württemberg.

The lead agency selected with this award procedure is to be entrusted with the management and implementation of the umbrella brand campaign THE LÄND and in particular take on the following tasks:

• Strategic content management of the umbrella brand campaign THE LÄND, which is effective both nationally and internationally.

• Design and implementation of advertising measures and campaigns on digital and analogue channels that contribute to the umbrella brand.

• Planning and implementation of events.

• Planning and implementation of trade fair appearances.

• Media planning and implementation.

• Evaluation of campaign work.

The total budget for 2023 amounts to a maximum of €7 million (gross) including agency fees and all implementation costs. There is a phased assignment. The firm order is from 01.01.2023 to 31/12/2023 (stage 1).

The country has the unilateral right to extend the contract twice for one year each in accordance with the provisions of the contract (Stage 2:2024 and Stage 3:2025).

In stages 2 and 3, a maximum budget of €7 million (gross) will be allocated, subject to the adoption of the state budget of the country.

Neither in 2023 nor in the case of commissioning in subsequent years, the agency is entitled to the maximum annual budget actually being exhausted (see draft contract).

The budget for the umbrella brand campaign amounts to a maximum of €21 million gross for the period 01.01.2023 to 31/12/2025. Since only one net value can be entered under II.1.5 and II.2.6, this gross value was converted to a net value of €18 million, assuming a mixed VAT rate. However, the gross value of €21 million alone is decisive.