City launches campaign for main residence

Under the motto "Stay4ever", the city of Jena is once again launching its main residence campaign this fall. It is aimed primarily at students, trainees and young adults ─ with the aim of making Jena attractive not only as a place to live, but also as a permanent place to live.

A central component of the campaign remains the training bonus of €120, which students, trainees and school pupils of legal age can receive when registering their main place of residence.

Electronic residence registration simplifies the process

One new feature this year is electronic residence registration. This eliminates the need to go to the Citizens' Service Office: the main residence can be registered from the comfort of your own home in just a few clicks. The registration can be completed via the website https://hauptwohnsitz-jena.de.

Mayor Benjamin Koppe promotes main residence registration

"With this year's campaign, we want to encourage young people to discover Jena as the center of their lives and to make a permanent commitment to the city. Every main residence registration not only strengthens our universities and companies in the competition for skilled workers, but also helps to maintain municipal services, cultural life and social diversity in our city. In addition, every new resident secures additional state allocations, which in turn benefit all citizens. I am particularly pleased that we have created a modern, uncomplicated way of registering residency electronically, which makes the process much easier," says Mayor and Head of Finance Benjamin Koppe.

Stay4Ever with a computer game look

The campaign is being carried out by the city of Jena in cooperation with the student marketing agency Zwanziger e.V.. The association creatively implements the campaign ─ close to the lives of young adults, especially students. "Stay4ever" expresses the fact that Jena is more than just a place to study or train ─ it is a center of life that people like to stay in for the long term. The design of the campaign is reminiscent of old computer games and pixel art aesthetics from the 90s/2000s, which are currently very popular with the younger target group. The design combines nostalgia with trendy aesthetics and thus appeals to several age groups.

Start-of-semester party and further advertising campaigns planned

As a special highlight of the campaign, the city of Jena is also inviting the twenty-somethings to the semester opening party. This will take place on October 14, 2025 in the Rosenkeller Jena under the motto: "Party 4ever like it's 1999". Tickets are available for 6 euros in advance on the following dates

• October 8 and 10 on the campus of Friedrich Schiller University, Ernst-Abbe-Platz (Carl-Zeiss-Straße 3)
• October 9 at the Ernst Abbe University, foyer of House 5 (Carl-Zeiss-Promenade 2)

Further information on registering your main place of residence and the training premium can be found at https://hauptwohnsitz-jena.de and on the social networks Instagram (hauptwohnsitz_jena) and TikTok (die_zwanziger).