Urban Planning by the Book
The “Stadtquartier Am Hirschgarten” lacked both a clear positioning and media presence - it existed only as a floor plan on paper. But turning a construction project into a vibrant urban quarter requires more than architecture: it needs a strong identity and a compelling story. Through a holistic brand and communication strategy - including positioning, logo, CI/CD, traditional and online advertising, brochures, PR, and events - we effectively paved the way for the project’s breakthrough and long-term success.
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Corporate PR
Create
Marketing: From Stag and Nature to a Coveted Urban Quarter
To attract investors and homebuyers to the plot between railway tracks and parkland, more than just location is needed - it requires a distinctive identity and an integrated marketing campaign. That’s exactly what we deliver for Aurelis: from name development to the positioning idea “You can’t get more city and nature”, which is clearly reflected in the logo. The stag in the name becomes the striking key visual for the entire marketing campaign.
Urban Planning at Its Best
PR, stakeholder management, and regular events contribute to the smooth development and successful marketing of the “Stadtquartier Am Hirschgarten.” Munich’s former mayor Christian Ude praised the quarter as “urban planning at its best.” This recognition is the result of a well-thought-out communication strategy operating on multiple levels. In addition to traditional media outreach in daily and trade press, we position the quarter as a forward-looking example of modern urban living. A neighborhood magazine provides early updates on developments, while direct dialogue with local residents builds trust.
Experience Marketing Elevates the Address
Large-scale projects need powerful images and experiences. We generate buzz around the neighborhood with investor conferences featuring hunting stands, creative PR measures, and extraordinary events. Another highlight is the PR-effective christening of the newly created “Hirschgarten” S-Bahn station, which firmly establishes the neighborhood as a central residential and business location. Discussion panels at the leading real estate trade fair Expo Real and targeted events further strengthen the perception of the neighborhood as a first-class address.
Long-Term Collaboration as a Sign of Success
The success of this strategy is reflected in the lasting visibility of the urban quarter and the outstanding project results: fast, effective, and efficient marketing of the entire site. Beyond the opening, we continue to support all major Aurelis Real Estate projects in Bavaria and accompany the development of additional locations - such as Triebwerk in Munich-Neuaubing. There, a former railway repair facility is being transformed into a vibrant urban district for living, working, and experiencing.
