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TourComm Germany — Close to the market, close to you de

Destination marketing

LutherCountry

  • Client

    Thüringer Tourismus GmbH and Investitions- und Marketinggesellschaft Sachsen‑Anhalt mbH

  • Task

    Agency services enabling the states of Saxony‑Anhalt and Thuringia to promote themselves in the USA

  • Project period

    2010 to 2021

More about this

Marketing of destinations for the 500th anniversary of the Reformation in North America

Since 2012, TourComm Germany has been alternately commissioned by Thüringer Tourismus GmbH (TTG) and Investitions- und Marketinggesellschaft Sachsen-Anhalt mbH (IMG) to market the Luther Decade "Luther2017 - 500 Years of Reformation" in North America (USA and Canada). As part of this, the two federal states will be marketed as one destination under the term "LutherCountry".

The aim of market development is to increase interest in the 500th anniversary of the Reformation, particularly among tour operators and in the "church environment", in order to achieve a sustainable increase in the number of overnight stays by US guests in Saxony-Anhalt and Thuringia. The measures to achieve this goal range from newsletters, print and trade fair visits to social media campaigns.

3 Measures of the Luther project

TourComm regularly represents LutherCountry at church gatherings. Exhibition stands and presentations in the USA are used to raise awareness of the destination and establish important contacts with pastors and other multipliers.

Under #LittleLuther, the Playmobil figure Martin Luther will be sent on a journey through LutherCountry for the first time in 2015. This will bring the reformer's places of activity closer to the fans and encourage strong interaction with the fans.

TourComm was commissioned to organise the US Advisory Board Workshop 2015 for the hosts IMG and TTG. This included the organisation and supervision of the workshop and the trip by LutherCountry.