Affordable, family-friendly, and future-proof: Saxony-Anhalt is Germany’s hidden champion. And the numbers prove that it’s not just a slogan. Nowhere are rents lower, incomes rising faster, and childcare working better. It’s time that more people in Germany and all over the world hear about these advantages – and find their happiness in Saxony-Anhalt. The campaign “Germany’s Hidden Champion” supports companies in finding skilled workers to fill job vacancies, gets skilled workers in Germany and abroad excited about our beautiful state, and makes commuters aware of the continuously growing number of future-oriented jobs in Saxony-Anhalt.
And that’s not all! We also show how work and a high quality of life can be combined perfectly here. Whet
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No Metropolis. No Hype. Still Radiant.
Masterclass
May 06, 15:00-16:00
Track 04
Radiance doesn’t happen on its own—not through location, industry reputation, or sheer volume. It emerges when brands, companies, and initiatives become truly relevant to customers, talent, and the public. This masterclass shows how to achieve exactly that: with clear positioning, compelling stories, and communication that builds trust. From three perspectives, we reveal how attraction can grow even where glamour isn’t a given—from established brands to new players entering the market to a talent campaign that strengthens Saxony-Anhalt as a place to work and live. It's about visibility, relevance, presence, and genuine magnetic impact.
IMG Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH
Jacqueline John-Sell
Nils Merker
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