For the people of Leipzig and fans of the city it is self-evident why the image campaign is called "Leipziger Freiheit": Freedom is the city's soul. The achievement of freedom and the spirit connected to it can be found and sensed everywhere. For instance the first free trade location and the first daily newspaper in the world were created here. 1989 stands inseparably for the triumph of the Monday demonstrations and therefore for freedom in Germany which paved the way for the following extensive European change.

Today Leipzig offers extraordinary chances, a high standard of living and an innovative climate. Leipzig is a people's city and at the same time it has a vision of becoming a European metropolis. Whoever wants to grasp the freedom was and is welcome. This offer attracted in the recent and early past the great figures of culture, business and science, e.g. Johann Sebastian Bach and Felix Mendelssohn Bartholdy, Johann Wolfgang von Goethe and Gotthold Ephraim Lessing, Reclam and Brockhaus, Porsche und BMW, DHL and Amazon, thousand of scientists and almost 40,000 students from all over the world. All of them were and are people of Leipzig – and thus help to characterise the creativity of the „Leipziger Freiheit“.