Handling language contact between dominant standard German and the lesser-used Low German variety, in circumstances in which the minoritised language is menaced by language shift and loss, this study shows that both top-down and bottom-up approaches to deploying Low German in public language display (such as in tourism brochures) demonstrate a striking homogeneity, thus producing a regional ‘brand’. It is asked whether this enhanced visibility level in itself, ensures better chances for linguistic preservation and survival of the endangered Low German variety.