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Destination marketing
Tourismus Marketing GmbH Baden-Württemberg
Development of a marketing campaign in France and Wallonia for the ‘Sterne des Südens’ group of cities
On behalf of Tourismus Marketing GmbH Baden-Württemberg, TourComm has been marketing the "Stars of the South" in France since 2014. The cities of Baden-Baden, Freiburg, Heidelberg, Heilbronn, Karlsruhe, Stuttgart, Pforzheim and Ulm have joined forces for this project, offering experiences for every taste.
The aim of the marketing programme is to sustainably increase the number of overnight stays and visitors from French-speaking countries in the nine cities.
Various measures are used to achieve this, ranging from newsletters to press work, tour operator co-operations and our own online campaigns.
At the beginning of July 2019, TourComm took over the management of the three stars of the south pages on Facebook (German and French) and the Instagram channel. TourComm provided comprehensive support for both post and community management. The German, French and English posts are aimed in particular at the source markets of Germany and France.
TourComm carried out various collaborations with Voyages SNCF to develop the French market. In addition to competitions for end consumers, star-shaped biscuit cutters were distributed on trains in the run-up to Christmas.
Regular media co-operations are important to generate attention in the potential market. We therefore realise advertorials for the Stars of the South that provide seasonal stimuli and encourage people to visit the nine cities.
Communication with end customers is a top priority for Sterne des Südens. In this context, personalised end customer newsletters play an important role in regularly providing interested parties with the latest and most exciting topics relating to the nine cities.