Strategic marketing concept revamp for Tourismus Marketing GmbH Baden Württemberg
Client:
Tourismus Marketing GmbH
Baden-Württemberg
Esslinger Str. 8
70182 Stuttgart, Germany
Brief project description:
Tourismusmarketing GmbH Baden-Württemberg (TMBW) appointed Kohl & Partner Stuttgart to revamp its strategic marketing concept in October 2010. The task of this marketing concept was to define new sustainable strategies for tourism marketing of the federal state based on the new Baden-Württemberg regional tourism concept from 2009, the new TMBW image "We Are the South" and the different set of circumstances this project now faced.
The aim was to create a new tourism brand concept together with the marketing committee, partners and employees of TMBW. The purpose of the concept was not only to clarify questions of future marketing priorities, but also shed light on the interaction between the federal state and its regions and the implementation of the new theme marketing.
Key elements of the project:
- Evaluation of the federal state's tourism concept, current market analyses and trends with regard to their relevance for the marketing work of TMBW as well as research of best practice examples among competitors
- Leading discussions with the marketing committee to develop a new brand understanding and definition of TMBW's marketing priorities
- Clarification of the strategic repositioning of TMBW and its image of itself as well as the interaction of federal state and regions in daily tourism marketing work
- Demonstration of action strategies for the implementation of the theme marketing, including the development of experience brands, the structural alignment of the organisation, the marketing mix including new media, activities on foreign markets, marketing cooperation as well as current issues.