Starker Tourismus
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Classic Campaign
Credits
Company / Customer
Designer
Details
Tourism is a strong industry in Saxony-Anhalt. The state's investment and marketing company wants to make residents aware of this, increase acceptance and hospitality. A modular, multi-year campaign uses words, (moving) images and facts to demonstrate the industry's benefits for all. The residents recognize their region in strong motifs, allowing for a more sustainable message recall, lent even more authenticity by employing hosts as testimonials: promotion invites online participation.
The Jury‘s Statement
With its initiative, Saxony-Anhalt has succeeded in bringing domestic tourism into the spotlight with an innovative, multimedia campaign. With a strong regional focus and genuine hospitality as core messages, the campaign not only sensitized the population for the importance of tourism, but also encouraged a broad online community to participate. The authentic presentation of the regional highlights and the involvement of local people make the campaign a successful example of excellent brand communication in tourism.
