Urban Marketing, The City of Bad Vilbel e.V.

Social media campaign to revitalise the city centre



With approximately 35,000 inhabitants, Bad Vilbel is the most populated town in the Wetterau district of Hesse and borders the metropolis of Frankfurt am Main to the north. Throughout Germany, the city is known for its natural mineral springs and one of Hesse’s most famous castle festivals that hosts over 100,000 guests per season. Visitors enjoy strolling along the Frankfurter Straße, a one-way street that runs through the city centre and serves as the new urban heart for retail and gastronomy.


Motivate visitors to enjoy the shopping experience in Bad Vilbel's city centre and thus help counteract the negative trends caused by digitalisation and COVID-19.


We developed a social media campaign to revitalise the city centre, showing Bad Vilbel’s colourful attractions in an eye-catching way: diverse shopping opportunities, international gastronomy, cultural offerings and short commute times. With "The City of Bad Vilbel - Everything there, everything close by!" we underline the advantages of the city centre in a striking and catchy way. At the heart of the campaign are ads strategically placed on the relevant social media channels.


  • Strategic consulting
  • Concept development and ideation
  • Editorial plan
  • Design
  • Development of claim and copy
  • Paid ads
  • Implementation of social media campaign
  • Support for social media channels
  • Project management

Motifs & claim
The strength of Bad Vilbel's city centre is its wide range of offers combined with short commute times. The claim " The City of Bad Vilbel - Everything here, everything close by!" gets to the heart of this wide range of shopping, dining and cultural offers in a witty, colourful and charming way thanks to a series of motifs. We focus on cross-selling by juxtaposing two completely different city center areas on each motif.

Social media marketing
We use social media to create awareness among shopping- and culture-savvy target groups in the Bad Vilbel area with regular paid ads and posts. For this, we created Instagram and Facebook channels as part of the campaign and managed the editorial support. On Instagram, we primarily address the younger audience and families with image and content posts. On Facebook, we reach broad sections of the population up to and including retired age groups.

Paid ads
With the placement of the motifs as paid ads, we draw attention to the diverse range of offers in the city centre colourfully and creatively. We concentrated on the Facebook and Instagram channels within a radius of 20 km around Bad Vilbel. With 1.12 million impressions on Instagram and 1.38 million impressions on Facebook within four months after launching, the campaign speaks for itself.

Content posts
We also use social media channels for content posts where city retailers, service providers and restaurants present their offers personally.

Expansion of offline communication
Posters for the city centre and advertisements in regional and local print media extend the campaign to traditional media and provide additional awareness.

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