Shopping on Sundays
I feel like Kiel

The Success Story

Kiel’s retail sector is pulling together. Under the banner ‘Ich fühl mich Kiel’ and led by Kiel-Marketing, Kiel’s retailers are making their mark on the national stage with a bang.

Since 2011, the neighbourhood centres, shopping centres, major supermarket chains and Kiel’s city centre have joined forces in a joint Sunday opening campaign. With four carefully selected dates each year, the city presents itself as a shopping destination offering a refreshing maritime shopping experience.

The shared aim is to strengthen Kiel’s position as a key retail destination in the region and to attract not only the residents of the state capital but also visitors from the surrounding area to the city.

From the perspective of the retail sector across all participating locations, ‘Ich fühl mich Kiel’ is demonstrably responsible for the increase in footfall and turnover. Increases in footfall of up to 35 per cent and rises in turnover of 10–20 per cent have been recorded. It is worth noting that this success applies equally to all participating neighbourhoods and shopping centres.

The campaign relies on a three-pronged media strategy: radio advertising, print media (a special supplement in the ‘Knipp’ newspaper for every opening) and billboard advertising across the city and surrounding areas. The partners contribute to the joint annual budget according to a transparent allocation formula. Kiel-Marketing is responsible for the operational implementation.