In city marketing, speaking a common language is crucial. Our lateral approach significantly shaped city marketing for Bingen am Rhein, achieving outstanding success. We developed a clear language for events to strategically strengthen communication and create a distinctive identity. This consistent language not only shaped the appearance of events but also enabled appealing sub-brands for various festivals. We implemented effective campaigns for the successful promotion of various events. Our holistic approach spans from creative conception to designing cooperative elements for each event, including the development of brochures, advertisements, and graphics.