The Claim

In support of its communications targets Linz09 devised together with the City a new advertising presence for Linz und a new motto to replace the rather time-worn “Linz – Eine Stadt lebt auf” [Linz – A City Being Given a New Lease of Life]:

As European Capital of Culture, Linz is all about differences: differences compared to the rest of Austria, but also to the dark times, to the Linz of yesterday, and to other cultural events. Its new motto consists of two words that automatically coopt all Linzers as co-organisers. That build expectations and suspense in the minds of visitors with regard to Linz 2009. And that self-confidently signal the energetic development of the city: Linz. verändert,” (Say Linz. Say Change).

The slogan “Linz. Verändert,”, which was developed by the above named consortium of bidders, became the element that linked Linz09’s with the City of Linz in terms of communications. The decision was made at an early stage for the City to integrate the motto into its new logo, which was introduced in May 2008. This meant that, half a year before Culture Capital Year was actually due to start, the City of Linz and the Linz 2009 GmbH gave a powerful signal of a kind unique in the history of ECOC: they were joining forces to prepare for the big event.

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