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NEW BRAND AND COMMUNICATION CONCEPT FOR THE TOURISM DESTINATION "NORTH SEA OF LOWER SAXONY"

The Munich-based agency SAINT ELMO'S Tourism Marketing, which belongs to the Serviceplan Group, was commissioned to take innovative paths and develop a sustainable organizational structure for the newly founded destination management organisation (DMO) "Niedersächsische Nordsee" (North Sea of Lower Saxony).

Munich, January 31, 2018 – With the assignment of the tourism experts from SAINT ELMO'S Tourism Marketing, the North Sea Tourism Association is breaking new ground. The 55-strong consulting and implementation team is staffed by full-blooded tourism professionals who have successfully accompanied DMOs in Austria, Germany, South Tyrol and Switzerland during the last few years. SAINT ELMO'S Tourism Marketing supports brands from all areas of the tourism value chain ─ from destinations, tourist organisations and associations, cable cars and infrastructure providers to hotels and companies from the catering trade and the sports and leisure industry.

SAINT ELMO'S Tourism Marketing is providing an interdisciplinary team for the implementation. The project manager is the experienced tourism consultant and former division manager for R&D and digital head of Österreich Werbung Martin Schobert from Vienna. Market research is headed by Dr. Thomas Bausch, Professor of the Faculty of Tourism at Munich University of Applied Sciences. The team also includes a market researcher, a digital expert and two former tourism directors. With the managing director of SAINT ELMO'S Tourism Marketing, Hannes Haller, one of the most experienced tourism advertisers is involved in German-speaking tourism.

Martin Schobert describes the initial situation as follows: "The North Sea tourist system is confusing. Two federal states and a fish trader claim the "Nordsee" brand; just as many marketing organisations "contest" the use of the attractive term "Urlaub an der Nordsee" (holiday on the North Sea). Even more important tourism organizations for guests and hosts in the association area are often uncontrolled responsible for the development of formative stories, inspiring product ideas and experience productions that make up a successful brand. These tourism units, in turn, consist of hundreds of autonomously operating individual companies and organisations that try to place their offers on the market. A market that is characterized by the struggle of many tourism organizations for international attention. Fragmented, partially organised, individual and above all far below their value, the participants in the Lower Saxony North Sea Tourism system are currently struggling through the highs and lows of tourism marketing and destination management.

The process for a new communication concept is open-ended. The solutions will be developed together with the tourism managers of the "North Sea of Lower Saxony" region. A new brand strategy will be developed in a first service module and a new corporate concept for the North Sea Tourism Association in a second. Communicating the results to the region's tourism managers and drivers via a dedicated Facebook workplace is particularly important.

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Verena Feyock Managing Partner

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T: +49 (0)89 462372-0
Email: v.feyock@tourismusmarketing.com