Marketing Strategy for the State of Baden Württemberg, Germany

Client:
DMO of the State of Baden Württemberg

Brief project description:

In October 2010, the DMO appointed Kohl > Partner to overhaul its marketing strategy. The project aimed to develop new, sustainable tourism marketing strategies for the federal state based on the 2009 Baden-Württemberg regional tourism concept and the new destination motto, 'We Are the South', as well as taking into account the project's current circumstances. The project also sought to develop a new tourism brand concept in collaboration with the marketing committee, partners and DMO employees.

This strategy aimed to clarify future marketing priorities, shedding light on the interaction between the federal state and its regions and the implementation of new theme marketing.

Key elements of the project:

  • arrowboldEvaluation of the federal state's tourism concept and current market analyses and trends, considering their relevance to the DMO's marketing activities
  • arrowboldResearch into best practice examples among competitors
  • arrowboldLeading discussions with the marketing committee to develop a new common brand understanding and definition of the DMO's marketing priorities
  • arrowboldClarification of the DMO's strategic repositioning and its perception of itself, as well as the interaction between the federal state and regions in their daily tourism marketing activities
  • arrowboldIdentification of actions in the following fields: experience brands, organisational structure, the marketing mix (including new media), activities on foreign markets, and marketing cooperation