+43 664 81 97 894 - the hotline for radical, innovative and sustainable strategies.

HERZBLUAT
Management consultancy
Marketing &
Advertising agency

Name: HERZBLUAT Management Consultancy, Marketing & Advertising Agency, Salzburg
Price range: $$$

Salzburg, Austria

+43 664 81 97 894 - the hotline for radical, innovative and sustainable strategies.

HERZBLUAT
Management consultancy
Marketing &
Advertising agency

Salzburg, Austria

Municipal councillors will be elected in Salzburg on 10 March 2024.

Public interest in political elections is increasing again, election campaigns and election posters in particular continue to play a central role in political communication.

These visual messages are more than mere advertising banners; they reflect social moods, priorities and the dynamics of the political landscape.

For Salzburg24 we analysed the election posters and delved deep into the world of election posters for the Salzburg state elections to take a look behind the scenes of visual political advertising.

How elections shape our cityscape:

An analysis of Salzburg election posters

Art and science behind election posters I

Message and content: The centrepiece of political communication

At the centre of every election poster is a message designed to appeal directly to voters.

Our analysis shows how different parties prioritise issues such as housing, security, teamwork, renewal and environmental protection in order to appeal to voters on an emotional and rational level.

Visual design: more than just an eye-catcher

The choice of colours, images and typography on posters plays a decisive role in how the messages are perceived and processed by the audience.

Our research shows how the parties try to attract attention and strengthen their identity with visual elements.

Contextualisation and branding: a question of identity

The way in which parties embed their campaigns in the urban context and build a coherent brand identity says a lot about their strategic goals and target groups.

We analyse how parties position themselves visually in order to create recognition and trust.

Activating the electorate: the call to action

Interestingly, our analysis shows that despite the different approaches, none of the parties directly calls for voter participation.

We discuss the potential impact of this strategy on voter turnout and the inclusion of EU citizens in Salzburg.

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Art and science behind election posters II

Message and content: the core of political communication

- KPÖ+ focuses on the topic of housing with the slogan "So that someone takes care of housing", which directly addresses a basic need and is particularly relevant for voters who are confronted with housing issues.

- The ÖVP appeals to conservative and stability-oriented values that emphasise security and the protection of the status quo with slogans such as "ownership instead of expropriation" and "reliability instead of experimentation".

Visual design: More than just an eye-catcher

- The posters of the KPÖ+ use an eye-catching yellow and red colour scheme that attracts attention and emphasises the urban context of the residential theme.

- The posters of the ÖVP show a professional and sober design with a clear focus on the mayoral candidate, creating a personal connection to the voter.

Contextualisation and branding: a question of identity

- The SPÖ emphasises teamwork and experience with the slogan "With me as mayor, Salzburg gets the best team", which points to a collective approach and continuity.

- The FPÖ communicates renewal and commitment with slogans such as "New courage for our city", which is aimed at a strategy of proximity and identification with the electorate.

Activating the electorate: the call to action

- The direct address of the KPÖ+ and personalisation by the candidate can mobilise voters who do not feel understood by the traditional parties.

- The NEOS rely on bold and thought-provoking slogans such as "Living space instead of traffic jams", which are intended to mobilise voters by encouraging them to think and question existing conditions.

What does all this mean in concrete terms?

Our detailed analysis shows how each party tries to address and mobilise different voter segments with its election posters.

The themes range from housing and security to teamwork and renewal, with visual design and branding playing a key role.

What is striking, however, is the Lack of a direct call to voteparticularly with regard to the potential electorate of EU citizens in Salzburg a missed opportunity represents.

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Our analysis of the election posters for the Salzburg municipal elections (click here for the original article on Salzburg24) shows a complex picture of strategies designed to appeal to different voter segments.

Although each poster tells a unique story, there is no common call for active participation in the election - a missed opportunity in a city with a significant proportion of EU citizens.

What does all this mean for your company?
Strategic communication is the be-all and end-all.

We believe in the power of strategic communication and how it can help change our communities for the better.

Whether you are a marketing decision-maker or simply interested in the interface between consumers and communication, we invite you to get in touch with us and find out how we can develop effective and engaging communication strategies together.

We look forward to working with you to create a more sustainable and successful future for your business.

You can reach us by telephone +43 664 81 97 894 or by e-mail to office@herzbluat.at.

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Dkkfm. Gregor Wimmer, CMC
Certified management consultant
Certified sustainability expert
Marketing specialist

+43 664 81 97 894
office@herzbluat.at

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