Schladming-Dachstein On Summer Marketing Offensive

The Austrian holiday region Schladming-Dachstein (www.schladming-dachstein.at) is looking positively towards the summer season after the winter failure in tourism. Despite the current still difficult situation, the destination is going on the offensive with intensified marketing activities for a successful summer season. This year, too, the focus will be on the core markets of Austria and Germany as well as the Czech Republic. 

• The large Styrian holiday region starts several targeted activities
• Core markets Austria and Germany as well as the Czech Republic in focus this year
• New TV campaign started on Monday

“Anticipation videos” have been on the social media platforms Facebook, Instagram and Youtube for a month now. An activating out-of-home campaign has been running since mid-April - i.e. outdoor advertising in the form of large, striking posters - in cooperation with Römerquelle, with a focus on the cities of Vienna, Linz and Graz.

“This year in particular, we need to plan the summer campaigns in a more coordinated and targeted manner than ever in order to address the target group with the right messages and inspire them to spend a holiday in the region,” explains Mathias Schattleitner, Managing Director of the Schladming-Dachstein tourist region. “Our task is to put together a very strong marketing package for our region, despite the tight budget, in order to generate desire for summer holidays and to generate booking inquiries. Due to the strong partnerships and positive experiences from the previous year, I am convinced that we will succeed in this challenge again this year. "

Large radio and TV campaigns are also planned

Further online campaigns are planned from the end of April, with a great advantage being the high degree of flexibility and rapid implementation in the digital area. The TV campaign on ORF with a 20-second image spot started this week, as did a radio campaign. On Ö3 and selected private channels in Austria, guests for the holiday region will be recruited until the beginning of June. A radio campaign will also be broadcast in Germany (BR, MDR, HR) that will reach around eleven million people.

"Use synergies and bundle budgets"

Another activity is a “Schladming-Dachstein supplement” with landlords participating in major Austrian print media and a Munich daily newspaper. This should reach future guests in Eastern Austria and Bavaria with a total circulation of 200,000 and encourage them to book a holiday with targeted accommodation offers. "Overall, we try to use all possible synergies, bundle budgets and implement a targeted marketing mix with partners such as Österreich Werbung and Steiermark Tourismus, but also together with partners within the region, and thus achieve a high level of advertising pressure", said Head of Tourism Schattleitner.