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 'Culture & Cities' and 'Active & nature'. The two business units are backed by a portfolio of the following topics: 'Luther and Reformation', 'UNESCO World Heritage', 'BAUHAUS and Modernity', ‘The Romanesque Road and the Middle Age’, ‘Garden Dreams/Garden Kingdom Dessau-Wörlitz', historic parks in Saxony-Anhalt’,
‘Sky paths and Archeology’, 'Art and Music', 'Elbe Cycle Route' and 'Hiking in the Harz mountains'.
Special themes for particular events are developed and marketed alongside the key brand features. In 2018, for instance, the 25th anniversary of the “Romanesque Road” will be the focus. With the Bauhaus Dessau Foundation, in 2019, Saxony-Anhalt will look at the100th anniversary of Bauhaus, which is a focus of the tourism marketing of the region, due to its national and international importance.
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.