New sign concept in Lüneburg: construction site-friendly for customers!

New sign concept in Lüneburg: construction site-friendly for customers!

On October 26, 2025, a new chapter in construction site marketing will open in Lüneburg. Six large signs bearing the slogan “City and parking spaces remain accessible – even with construction sites” are intended to welcome visitors to the city in the future. The head of the traffic department, Markus Moßmann, who initiated the idea, would like to use this measure to strengthen accessibility to the city center despite ongoing work. The signs were designed with the collaboration of the city marketing company LMG and will soon be installed.

The introduction of free parking hours in a car park is another measure to address business concerns. They criticize the existing construction sites on Soltauer, Bleckeder and Dahlenburger Landstrasse as well as on the eastern bypass as an obstacle that keeps potential customers away. “To be honest,” says IHK boss Michael Zeinert, “we have to work together to ensure the accessibility of retail and restaurants.” However, his positive feedback is accompanied by an exciting political undercurrent. There is speculation that Mayor Claudia Kalisch does not want to strengthen a possible opponent in the upcoming election campaign, Heiko Meyer, through the selection of signs and the associated communication. This is particularly interesting because the retail organization LCM is not mentioned in the city's press release, although it claims ownership of the idea.

Creative construction site marketing is required

The topic of construction site marketing is a hot topic in many cities. A study by city marketing organizations shows that construction sites are often perceived as a nuisance. They introduce noise and dust and limit accessibility - all factors that can turn off potential customers. In order to counteract this trend, open communication is required that includes creative ideas and solutions to improve the situation. However, this requires both financial and human resources to ensure realistic deadlines and effective advertising measures. In Lüneburg, the initiative seems to be a step in the right direction to actively shape the challenges of city life.

Construction site management also requires a high level of coordination in order to support the affected businesses and take their concerns seriously. In addition to the measures already mentioned, such as signs and free parking, other actions such as joint sales campaigns or social media campaigns could strengthen the public's sympathy and revive interest. Collaboration between the different players in the city center can expand the effects of construction site marketing many times over.

An opportunity to modernize

Another positive aspect of construction work is the opportunity to modernize the infrastructure. New, barrier-free access is often created, which is not only beneficial for customers but also for store operators. They can rise to the challenge and adapt their services to the changed conditions, which can even lead to a strengthening of their market position in the long term.

Cities and companies must work together to recognize the opportunities that construction sites offer and address them aggressively. Transparent information and a well-thought-out communication strategy are essential to make the changes attractive to residents and visitors. With creative approaches, such as so-called construction site tours or suitable advertising materials, a positive image can be generated and the necessity of the work can be made clear.

The new design of construction site communication is being tested in Lüneburg and could be a model for other cities. The potential that lies in well-thought-out construction site marketing could not only ease the current situation, but also create fertile ground for the development of future, livable city centers. To everyone affected: Let’s stay creative together!