Destinationsmarketing BAYERISCH-SCHWABEN
Winner
Excellent Brands
Tourism and Gastronomy
Credits
Company / Customer
Agency / Design
Details
The tourism region of Bayerisch-Schwaben has a lot to offer – nature, culture and culinary delights – yet competes with classic holiday destinations in Bavaria, Italy and beyond. To boost its appeal, especially for day-trippers and short-break travelers, the goal was to inspire our target audience to discover their own region and experiences "right on their doorstep." With the claim "So close. So much. To experience." and a new brand presence, we strengthened the positioning and made the region's contour the central design element – bringing the new brand image to life under the campaign motto "Dein Urlaubsparadies vor Ort."
The Jury‘s Statement
In competing for attention against established travel destinations, Bavarian Swabia focuses on proximity rather than wanderlust. For "Destinationsmarketing BAYERISCH-SCHWABEN" ("Destination Marketing BAVARIAN SWABIA"), the region was positioned precisely with the claim “So nah. So viel. Erleben.” (“So close. So much. Experience it.”), and its outline was developed into a defining design element. The new brand presence carries this idea consistently across the campaign and applications, addressing day trippers and short-break travellers with precision. The project’s impact stems from the clear alignment of brand strategy, visual identity, and tourism-focused communication.
