Creating demand through targeted marketing
The Investment and Marketing Corporation Saxony-Anhalt - The Economic Development Agency of the German Federal State of Saxony-Anhalt (IMG) strategically tailors tourism marketing to the demands of the market and to the needs of the main target groups as it seeks to strengthen Saxony-Anhalt’s profile as a travel destination. Marketing is aimed at cultural and city break tourists, nature lovers, tour operators, conference organisers and multipliers from other sectors.
IMG uses themed marketing to address potential visitors. The organisation is involved in the dynamic development of the regional tourism strategy and the promotion of the key brand features ‘The Romanesque Road’, ‘Garden dreams – historic parks in Saxony-Anhalt’, ‘Sky paths’ and ‘Blue Ribbon’, which have already successfully launched. Special themes for particular events are developed and marketed alongside the key brand features, and one focus until 2017 is the ‘Luther decade’: ‘Luther 2017 – 500 years of Reformation’.
Sustainable success with excellent market research
Drawing on thorough market research, IMG develops tourism marketing concepts with recommendations for medium- and long-term strategies. Specialist advisory boards ensure that partners in the tourism industry are closely involved in operational and strategic tourism marketing.