Privacy & cookies
Destination marketing
Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH in collaboration with Thüringer Tourismus GmbH
Development of a marketing campaign in the USA to commemorate 100 years of Bauhaus
2018 to 2019
In 2018, TourComm Germany was commissioned by Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH (IMG) in cooperation with Thüringer Tourismus GmbH (TTG) as a PR and marketing agency to market the 100th anniversary of the founding of the Bauhaus in 2019 (USA and Canada). As part of this, the two federal states will be marketed as one destination under the term "BauhausLand".
The aim of market development in the USA and North America is to attract people interested in Bauhaus to visit "BauhausLand".
However, the aim is not just to attract guests for the anniversary year, but also to publicise the destination for a trip in subsequent years. The aim is to achieve a sustainable increase in the number of overnight stays by US guests in Saxony-Anhalt and Thuringia by raising awareness of the regions and the "Discover Bauhaus" travel theme itself.
The deliberately inviting name of the website "gobauhaus.com" serves this purpose. The measures to achieve the goal range from newsletters, telesales, press work and the production of print products to social media campaigns.
Although the topic of "Bauhaus" is exciting for many Americans, it is not yet a compelling reason for the average US traveller to Germany or Europe. People interested in Bauhaus must therefore be targeted. The focus of market development is therefore to raise awareness of the Bauhaus anniversary among the identified target group.
The website is designed as a "tourist gateway" to BauhausLand, providing valuable information and inspiration and encouraging potential guests to travel to Saxony-Anhalt and Thuringia in the long term. This also provides long-term added value for the IMG and TTG's international marketing and the visibility of BauhausLand in North America.
Press work is an essential part of the project. Continuous communication with North American media representatives is crucial, particularly with a view to increasing the level of awareness. Equally important is the selection of suitable topics for the press releases that are sent out to trade media and end customer media.