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Ruhr Tourismus

A dynamic blend of tradition and modernity. A high-quality combination of industrial culture, cosmopolitanism, and diversity. That is the Ruhr area.


National campaign for Ruhr Tourism

The new charm of industrial culture

Industry. Culture. Ruhr

The Ruhr area is booming – no wonder that more and more tourists are discovering the unique offering around the more than 3,500 industrial monuments. With a lot of passion, Ruhr Tourism, with its ‘Industrial Culture’ department, is driving forward the tourist marketing of the funding project. B+D supports the ambitious marketing goals as the creative lead agency.


The Route of Industrial Culture is a great task for ‘Creative Industries.’ After all, it is a matter of bringing together a variety of cultural heritage sites and art in a campaign for new target groups.

The industrial culture of the Ruhr area is much more than the historical industrial buildings of the past. Especially the Route of Industrial Culture combines spectacular cultural heritage sites with classical and modern art, as well as more and more new themes: from design to fashion, film, theater, opera, to gaming and sports. It’s hard to capture in one image. But still possible.
At the center of the communication is not a conventional logo, but the hashtag: #kultruhr. It brings together the countless facets of the metropolis and serves as a creative springboard for the artwork. Specifically targeting the millennial audience, the key visual relies on an exciting combination of illustration and real images, complemented by strong colors – emphasizing the diversity of the offerings in the metropolitan region.
The interplay of out-of-home media, transportation advertising, city cards, and digital media not only ensures high reach but also creatively engages with the core idea. A friendly, playful, and authentic communication that impressively reflects the diversity of the Ruhr area.

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Corporate Design

Relaunch of the Corporate Designs from Ruhr Tourismus

A Corporate Design with many challenges.

It should not only meet the tasks of the RTG but also optimally showcase the new logo prescribed by the parent company. The design of the corporate identity is the responsibility of each subsidiary. This results in the RTG being optimally aligned with its purpose – tourism marketing.

Tradition and modernity in harmony

The new corporate design of Ruhr Tourismus combines elements of the industrial past with modern design, capturing the spirit of the region.

Elements of the logo are reflected in the corporate design, creating a harmonious overall appearance that provides the design foundation for the region’s image goals. The goal is to position the metropolis sustainably and successfully in the national and international tourism market and to strengthen tourist demand.
The new design is implemented across the entire business stationery and key informational materials such as the magazine, ads, image brochures, and flyers.

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