RegioMarketRegioMarketA marketing strategy for alpine A marketing strategy for alpine

products and servicesproducts and services

LUBW State Institute for Environment, Measurements and Nature Conservation

Baden-Württemberg Section. 2 – species and land protection,

countryside conservation

Project title: Optimizing Regional Marketing and networking for development of a corporate marketing and branding strategy for the entire Alpine Space (RegioMarket)

Main topic: Promotion of top-quality regional products and services resulting in an increased attractivity and competitiveness of Alpine Space regions

Project duration: 1st of March 2006 – 31st of March 2008

Leadpartner: LUBW

Partnership: 16 Partners

Total budget: 2.596.998,- Euro

RegioMarket at a glance

RegioMarket partners

RegioMarket - Participating regionsRegioMarket - Participating regions

RegioMarket - objectives

Establishment of a Unique Selling Proposition (USP) for Alpine Space.

Promotion of alpine top-quality products and services.

Increase of competitiveness and promotion of SMEs (Small and Medium-sized Enterprises) and new business investments within Alpine Space.

Increased added value within Alpine Space.

Conservation of typical landscapes and the diversity of Alpine Space by sustainable management approaches.

RegioMarket – What do we want to RegioMarket – What do we want to achieve?achieve?

RegioMarket - strategy

RegioMarket – Our strategyRegioMarket – Our strategy

development of a sustainable corporate branding and marketing strategy for alpine products and services. guideline for Alpine Space regions

development of a quality and control system for special products and services.

Improved networking and exchange of knowledge in the field of marketing and branding.

Promotion of the combination of tourism with regional products.

Support of renewable energies.

clear guidance to public authorities / policy makers and other economists working in marketing and branding.

Our basic criteria for regional brand...

1) Conservation of typical landscapes & nature

2) Contribution to the variety of specific / characteristic food products

3) Food tells a story, related to regional characteristics

4) Regional market system follows sustainability schemes

5) Traceability of raw material

6) Should include something about renewable energies

7) Should include something about tourism

8) Must have high quality (tasty, fresh,...)

9) Users / partners must contribute to a regional community

RegioMarket – first ideas

1st ideas: results of Kick-off Meeting – 1st ideas: results of Kick-off Meeting – Product group „food“ Product group „food“

RegioMarket – first ideas

ideas: results of Kick-off Meeting – ideas: results of Kick-off Meeting – Product group „renewable energies“Product group „renewable energies“

RegioMarket – first ideas

Planned Output:

1) Exchange of knowledge concerning- best practices- regional menu- tourist services

2) Development of ...- combination of (typical) food products and restaurants /

hotels, etc. - network of touristic offers

Could RegioMarket be a META-Brand?

1st ideas: results of Kick-off Meeting – 1st ideas: results of Kick-off Meeting – Product group „tourism“Product group „tourism“

RegioMarket – impressions

Regional sausages of Zasavje region

RCLRCL

Regional apple juice and spelt bread from the Swabian Alb

RegioMarket stands for regional (typical) RegioMarket stands for regional (typical) products...products...

RegioMarket – impressions

Living space LungauTraditional festival in the „Ente Parco Prealpi Giulie“

Marco de Lenardo

RegioMarket stands for regional characteristics RegioMarket stands for regional characteristics (culture, tradition) ...(culture, tradition) ...

RegioMarket – impressions

Markus Leser

RegioMarket stands for sustainable tourism RegioMarket stands for sustainable tourism offers...offers...

RegioMarket – impressions

Principality of Liechtenstein

RegioMarket stands for innovation...RegioMarket stands for innovation...

RegioMarket

Thank you for your attention!Thank you for your attention!

Together we are strong, let‘s play together!