German Brand Award 2026: Freiburg receives an award for its tourism campaign #ganzschön – RAUSKOMMEN

The German Brand Award is presented by the German Design Council and is one of the most prestigious awards for holistic brand management. It is awarded to companies and campaigns that impress with strategic clarity, creative excellence and a lasting impact.

The award-winning #ganzschönRAUSKOMMEN campaign was conceived by Freiburg Wirtschaft Touristik und Messe GmbH & Co. KG (FWTM) in collaboration with the digital marketing agency ViewYork Media. The aim was to strategically develop Freiburg’s tourism brand and specifically boost tourism during the off-season.

At the heart of the campaign is emotional storytelling that features authentic Freiburg personalities and brings the city to life from different perspectives. Through a precisely orchestrated multi-channel media mix comprising video content, social media, PR and traditional advertising, the campaign specifically targeted the post-materialist and adventure-seeking demographic.

With over 70 million impressions and more than one million interactions, the campaign demonstrates its lasting brand success.

The jury particularly highlighted that, with #ganzschönRAUSKOMMEN, Freiburg specifically addresses a key tension in modern tourism communication: creating visibility without exacerbating additional pressure during the peak season. Instead of traditional advertising approaches, the campaign relies on credible content, local perspectives and a consistently integrated media strategy.

Christian Gross, Head of the Tourism & City Centre Department at FWTM, commented: “This award shows that we have strategically positioned Freiburg correctly with #ganzschönRAUSKOMMEN: authentically, with a clear target audience and a deliberate focus on the off-season.”

FWTM Project Manager Renate Wehrle accepted the award on 25 June 2026 in Berlin, together with representatives from the agency ViewYork Media.