The IHK Bodensee-Oberschwaben is the self-administration of the economy in the region. Around 31,000 companies are organized in this association. The IHK promotes the regional economy, represents the interests of companies and is politically committed to improving the framework conditions.
The competition between the regions for business settlements has long since begun. According to independent studies, Lake Constance-Oberschwaben is one of the most innovative regions in Germany. For the IHK it was therefore a matter of taking a clear position in the competition with this successful location and securing it for the future. The campaign should confirm the business location within the member companies and actively promote it 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.