Uniform brand identity: new construction in Rhine-Main under the BUWOG brand in the future

1/4/21

There's plenty new in 2021: BUWOG  is integrating the new construction business of Bien-Ries GmbH into its brand identity. At the turn of the year, the BUWOG brand will be used uniformly throughout Germany, supported by a cross-media advertising campaign by the advertising agency DUO Werbeagentur.

The integration of Hessian property developer Bien-Ries is entering the next phase: beginning in January 2021, the Hanau-based company will become part of the orange brand world of BUWOG. From site fences to websites, every new project under construction is currently being rebranded to BUWOG in the scope of a major rebranding campaign. This will give BUWOG a uniform nationwide presence with the traditional BUWOG orange and the well-known slogan of "happy living".

From January 2021, all new construction projects and available apartments in the Rhine-Main region will also be available on the website www.buwog.de, in addition to the BUWOG projects in Berlin, Hamburg and Leipzig. Responsibilities at the Hanau site will remain as usual: the local 70-person team and therefore all contacts for interested customers, business partners, policymakers and administrative personnel will remain unchanged. In the course of the year, the team in Hanau is to be further expanded. Currently, 11 new building projects in the Rhine-Main region are in preparation or under construction, including DAS GRÜNGOLD in Bad Nauheim, REBOOT in Wiesbaden-Nordenstadt and LANDGUT in Hanau-Mittelbuchen.

brand has continuously increased its level of recognition

Daniel Riedl, member of the Management Board of Vonovia SE who is responsible for all BUWOG operations in Austria as well as BUWOG Development in Germany:

"The BUWOG brand has continuously increased its level of recognition and most recently achieved a measured brand value of 93.04. Regional competence, positive product experience and recommendations are the hallmarks of the BUWOG brand, thus it makes sense to also manage the activities in the Rhine-Main region under the BUWOG brand. In addition to the brand, we are united by our consistent focus on quality in the creation of sustainable housing."

The new construction projects in the Rhine-Main region will have a new look at the start of the year. Construction sites, project websites and advertising materials will be integrated into BUWOG's corporate design. Support for the manoeuvre is from a cross-media advertising campaign in the Rhine-Main region. Newspapers, magazines and online media with an appeal to the target group will feature the message "from strong to stronger". Campaign implementation and the rebranding itself will be carried out in-house by Marketing & Communications. In a pitch, the Berlin-based advertising agency DUO Werbeagentur qualified for creation and media planning.

At the beginning of the year, the new BUWOG sign at the office location in Hanau will also be unveiled. "We are very pleased to lay the groundwork to grow together with the existing team – united in diversity under the BUWOG brand," Daniel Riedl says in a post on the BUWOG blog.BUWOG has received several awards in recent years, most recently the Real Estate Brand Award, the ICONIC AWARD for innovative architecture and the German Housing Award from the Federal Foundation for Baukultur. Together with the new construction projects in the greater Frankfurt am Main region, BUWOG has a development pipeline of around 14,500 residential units under construction and in planning in Germany. A total of around 200 people are now employed at the locations in Berlin, Hamburg, Leipzig and Hanau. In new construction, BUWOG Bauträger GmbH pursues a committed sustainability agenda and has a certified ISO 50001 energy management system.

About BUWOG

BUWOG now looks back on 70 years of expertise in the residential property business. In Germany BUWOG Bauträger GmbH is currently focused on Berlin, Hamburg, Leipzig and the Rhine-Main region in the area of property development and has a development pipeline of around 14,500 residential units. BUWOG is a subsidiary of Vonovia SE, Europe's leading residential company, which is located in Bochum (Germany).

MEDIA INQUIRIES GERMANY                    

Michael Divé
Press spokesperson for Germany
BUWOG Bauträger GmbH
Email: michael.dive@buwog.com
T: +49 159 04 62 19 93

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