Hungrig auf Echt
Culinary communications for Upper Austria
Research, Concept, Strategy
Starting Point
Upper Austria’s tourism board defined a strategy that put food & drink, and everything related to it in the center of attention of the touristic marketing of the region in order to further value generation between all sectors of tourism, food production and gastronomy.
We were asked to create a collaborative process to develop a communications strategy to support this goal. For this we engaged in stakeholder management activities, workshops, evaluations of communications measures as well as the creation of concepts for communications contents.
Process
Stakeholder Coordination & Interviews
Research & Competitor Analysis
Positioning
Messaging
Communications Planning & Evaluation of activities
Creation of Guidelines for photo art direction & content creation
Creation of a ruleset for selecting partners and activities
Copywriting
In cooperation with Oberösterreich Tourismus, we worked on the development of a communications strategy, titled “Hungrig auf Echt” (“Hungry for the real”). The aim was to create added value in tourism by focusing on communicating the culinary landscape of Upper Austria as an incentive to travel.
