The Free State of Saxony has been accompanied by an agency as part of its location communication since early 2013. The aim was to develop a comprehensive "umbrella communication" from which Saxony benefits as a whole and supports or flanked the local protagonists.

The location campaign will continue to be accompanied by an agency in the future. The aim is to continue to improve the image of the Free State of Saxony and its inhabitants in general, in order to improve the basic attitude towards the Free State of Saxony and thus to achieve an openness and positive expectations towards communication of any kind from Saxony. At the same time, the general awareness of the Free State of Saxony should be continuously and measurably increased.

The location campaign of the Free State of Saxony "That's how Saxony works." Started in 2013. It is an excellent tool to continue to draw attention to the good, strong and beautiful sides, to the people, the economy, science and culture of this country without to claim an image that is not factual. Advertising and reality should be congruent. Intelligent and content-based advertising for the Free State and location is more important than ever.

The location brand "That's how Saxon." Is to be expanded as an umbrella brand. It must stand on a broad social basis and be maintained by it. It has to be supported by a variety of institutions from business, science, art and tourism. As various institutions in the Free State are already working on marketing Saxony's economy, its sights and regions, the know-how available here should also be used and this should continue to be integrated into the activities of location communication.