International Region Lake Constance
Client
Bordering with Germany, Switzerland and Austria, and near to the Principality of Liechtenstein, Lake Constance is the heart of the international region Bodensee. With only 4 hours’ drive from Milan, Italy is one of the first new markets of choice for the region in its recent project of internationalization beyond the domestic borders.
Requirement
Building the image of the destination as an international unicum, especially boosting the shoulder seasons.
Strategy
In order to gain media attention for the region in a very broaden selection of short haul destinations from Italy, ABC decided to focus on the peculiarities of the region that most appeal to the discerned Italian travelers – such as history and culture, food & wine, outdoors and nature, stimulating different media to discover the region first-hand and having all the informative material needed to counsel their readers or followers the best way possible.
Outcome
Within the four years of cooperation with ABC, the destination Lake Constance substantially increased its visibility in the market and was able to highlight its main USP in a variety of top media, as well as in the digital landscape. In 2018 we collected 102 articles, with an overall advertising value of 890.000€.