Business, science, culture, quality of life – the strong points of Leipzig play a decisive role in the city and location marketing. In its cluster strategy the „Leipziger Freiheit“ focuses thematically exactly on these subjects. A central component of many activities are motifs which highlight the uniqueness in advertisements, on placards and XXL posters. Proprietary publications such as the magazine „Leipzig Express“, Newsletter and a Leipzig brochure will be supplemented by special publications in national and international key media. These will be presented not least of all at trade fairs and visits by Leipzig delegations abroad as well as effective promotional events. The city and location marketing adopts here new and unusual measures.  Leipzig was the first eastern European city to attract attention with international TV and cinema spots.

As a long term campaign the „Leipziger Freiheit“ on the one hand sends out a strong signal, on the other hand it strengthens the identification of the people of Leipzig with their city. For example a wide range of merchandising products appeals above all to the „home fans“. These on the other hand identify themselves extreme with Leipzig and make many items to genuine cult products.