Ströer launches free cultural calendar on digital out-of-home media in Leipzig

Whether it’s a neighborhood theater performance or a sports event at a local club – many local events receive little attention despite their high quality. With its new “Culture Calendar” content offering on its digital out-of-home media, Ströer is now bringing these events directly into Leipzig’s cityscape, making them more visible to everyone. This creates a free opportunity for the local cultural scene to showcase its events in a high-impact way in public spaces.

Starting immediately, event listings will be displayed across the entire city via Ströer’s digital city information systems, reaching numerous people in their daily lives every day. The service is specifically aimed at cultural organizations, non-profit organizations, and community sports clubs in Leipzig, which often have only limited marketing budgets.

Ströer deliberately positions the cultural calendar as a free service and as a complement to existing communication offerings – not as a replacement for traditional advertising campaigns. Rather, it is intended to help raise the profile of those organizers who previously had few opportunities to publicly promote their events.

“Ströer has always stood by local culture – with the advertising column, we’ve had an analog, cost-effective medium for 150 years that can specifically target cultural organizations and event organizers and remains an integral part of the cityscape to this day. The cultural calendar is the logical digital complement to this,” says Alexander Stotz, CEO of Ströer Media Germany. “For a long time, cultural marketing faced a structural contradiction: achieving a big impact on a small budget. TV, print, and traditional direct mail are simply not realistic options for non-profit organizations and community sports clubs. The cultural calendar on our digital out-of-home media fills this gap. It provides information and creates free visibility for all those who previously had little opportunity to publicly promote their events. Right in the heart of Leipzig, right in the midst of people’s daily lives.”

Participation is deliberately designed to be low-threshold: After a one-time registration on Ströer’s service portal, local cultural organizers, non-profit organizations, and recreational sports clubs can submit their event dates independently. After editorial review by Ströer, the content is automatically displayed seven days before the event begins. The announcements are up to 10 seconds long and follow a clear, uniform layout with a focus on information about the cultural offerings.

The cultural calendar is displayed on Ströer’s 106 digital media outlets throughout the Leipzig metropolitan area – ensuring that events are visible exactly where urban life takes place.

The cultural calendar also offers added value for the city of Leipzig: by increasing the visibility of cultural offerings, it strengthens the diversity of the local scene and makes it more accessible to residents. The cultural calendar thus contributes to the quality of urban life.

The service is already available in Hamburg, Berlin, Cologne, Düsseldorf, and Munich and is being rolled out gradually in other cities. Since the launch of the cultural calendar in Hamburg in April 2025, the concept has already successfully established itself: A total of over 3,770 events have been submitted in the Hanseatic city, and around 165 local organizers are registered. Smaller organizers and nonprofit initiatives in particular make extensive use of this free service.