Communication concept for the application of Chemnitz as European Capital of Culture 2025

Chemnitz wants to become the European Capital of Culture 2025 – and “Awakenings” is the motto. Whatever has led to far-reaching changes in history – the people of Chemnitz have made a breakthrough with their doer mentality and inventive spirit.

Nonetheless, the ruptures in the city’s history have also made notches that have an after-effect. Three different city centres within 70 years, two city names, different social systems – Chemnitz is still searching for identity and self-image. The application for European Capital of Culture 2025 will also make a decisive contribution in this direction.

It will tell a story of Chemnitz that gives concrete faces, destinies and new beginnings to the great historical impacts in Europe. And it will show that Chemnitz has always profited from European influences: from industrialists who came with know-how from Manchester or Alsace. From merchants who brought cotton from Macedonia. From workers who came from the surrounding regions for wages and bread. They all made Chemnitz rich and found a place in the city that gave them a new home, existence, energy, the space for their dreams. Thus the city in which the cradle of German patent law lies is still today the city of inventors and tinkerers, of creative ideas, of new approaches, of the ability to innovate – and in 2025 it will show all of Europe that.

It will face the challenges facing the whole of Europe with courage and openness – and will fight for a coexistence of people, countries and cultures. It will stand up for the European peace project.

Culture has always been the key to involving the city and its people in an open dialogue and creating encounters.
<For this process, Chemnitz has defined three fields of action:

Give new rooms.

“Give space” is the motto of the city’s Cultural Strategy 2030, which opens up new spaces for thinking and acting – and opens up for a cultural region along the lines of the Chemnitz model. Chemnitz offers the space where dreams can come true.

Networking work anew.

Digitisation is transforming the world of work. Co-creation and transformation determine everyday life. New networks and working models are emerging.

Tracks for a common future.

The courage to face the past becomes the impulse for a European future. Only those who know their own history can continue to write it.

Hence the demanding title:

Breakups. Opening Minds. Creating Spaces.
The application for the title European Capital of Culture 2025 has three phases:

  1. Submission of the application by 30 September 2019 – then selection of applicants to be shortlisted
  2. Submission of the detailed application of the shortlist candidates and jury visit until mid 2020
  3. from the end of 2020 Preparation of the Capital of Culture year

goal of the competition

<To develop is a cross-media communication campaign with a consistent central idea.

    <which whets the appetite for the co-design of Chemnitz and the participatory application process

  • the one entitled “Breakups. Opening Minds. Creating Spaces.” and makes it a multifaceted (broad concept of culture), self-confident and humorous experience
  • <which attaches importance to networked communication: interactive and multi-sensory, dialogical before monological
    <coordinate the communication measures (classic, online, social media, out-of-home, event, guerrilla marketing…) in terms of content and timing and find the address(es) that suit a broad urban target group (from 0 to 100 years)
    <who thinks about a European image.

 

The concept should also include:

    <The further development of existing corporate designs, including the lettering (the version must work in German and English: Chemnitz Cultural Capital of Europe Candidate 2025 | Chemnitz European Capital of Culture Candidate 2025 – 4c and b/w)

    <a social media strategy
    <a moving picture strategy

  • Consulting the client on communication within the application process

We are therefore looking for a strategic communication concept that accompanies the process until the application is submitted on 30 September 2019, but at the same time also has Chemnitz in mind as the European Capital of Culture in 2025, develops the right messages and makes proposals for communication measures and
-instruments, projects or anything else that is important for achieving the communication goal.

The complete tender under: https://www.chemnitz.de/chemnitz/de/rathaus/ausschreibungen/kommunikationskonzept.html