Enhancing the Image of the Dichterviertel (“Poets' Quarter”)
Evonik Industries expands its commitment and visible presence in northern Duisburg with its image campaign "Life in the Poets' Quarter."
The campaign uses various image motifs to target not only residents but commuters, young couples and students, and persuade them of the advantages of the historical residential quarter. The campaign encompasses a marketing mix of billboards, transit advertising, and radio.
With its roughly 1,450 residents, the Dichterviertel in the Hamborn section of Duisburg was built at the start of the 20th century, and the sweeping renovation work of the 1990s respected the style of the original buildings. Today, the Dichterviertel, with its green courtyards, is setting benchmarks for modern living. In cooperation with the City of Duisburg and EG DU Entwicklungsgesellschaft Duisburg mbH, Evonik is pursuing a residential housing concept geared to human cooperation and functioning neighborhoods. Under the title “Feeling at Home,” the community office offers a variety of activities, ranging from the literary café and Women's Breakfast, through exhibitions, to sports tournaments for young people.
In addition, the CustomerCenter on Kleiststraße serves as the meeting point for the residents of the Quarter. Here, knowledgeable people are available to answer questions and meet the needs of residents. “Tolerance, a zest for life, and neighborly cooperation are hallmarks of the Dichterviertel. Add to this the excellent infrastructure and wide-ranging recreational activities. We want our campaign to increase awareness of the Dichterviertel and actively address potential residents," stresses Werner Behrendt, head of the Duisburg CustomerCenter of Evonik Wohnen GmbH.
