The IHK Bodensee-Oberschwaben is the self-governing association for the regional economy. Approximately 31,000 companies are organised in this association. The IHK promotes the regional economy, represents company interests and engages on the political level for improved framework conditions.
Competition among regions for the establishment of company premises began long ago. According to independent studies, Bodensee-Oberschwaben is one of the most innovative regions in Germany. The task of the IHK is to clearly establish this location for success among the competition and to secure it for the future. The campaign should confirm the economic location within the member companies and actively advertise to companies and entrepreneurs outside the region.
In order to address entrepreneurs in a targeted manner, the pilot campaign of the location offensive for FAKUMA was launched – the leading European trade show for plastics processing with an international audience in Friedrichshafen. With a creative media strategy that included all access routes and contact points of the trade show visitors. The campaign was continued beyond the trade show and was staged for maximum impact.
At the start of the trade show a proud statement was displayed across the transportation hubs serving trade show visitors: “Swabians are known for their flourishing economy. We are Upper Swabia”. With witty texts in a charming blend of facts and puns, the campaign claim “You can make it here” was implemented consistently and surprisingly in new media channels. The campaign colour, luminous orange, sent a signal. Oversized landscape frames marked new commercial premises in the chamber district – with the prospect of “optimum framework conditions”. Advertisements in daily press and trade show magazines, as well as special offers at the trade show, in the trade show taxis and in the trade show hotels accompanied the campaign. And it was given its own homepage at www.erfolgsstandort.de. The campaign was also staged nationally with a full-page advertisement in the Financial Times Germany.
More information is available from:
michael.meier (at) schindlerparent.de