4 June 2007
A Strong Brand for Lower Austria

Lower Austria has hired both the corporate identity/branding agency MetaDesign AG and Johanssen + Kretschmer Strategische Kommunikation to develop an integrated communications and branding concept for tourism and regional marketing. The “Lower Austria” brand needs to pool strengths from industry, tourism and the world of politics in order to support and strengthen its position in the marketplace. Uli Mayer-Johanssen, chief design officer of MetaDesign AG, explains: “Regions are not only in fierce competition for tourists and businesses, but they are also competing as providers of products and services. Lower Austria has recognized the great potential of strategic brand management and communication. With this project, it is setting standards in Europe.”

As the largest federal state in Austria, Lower Austria has great natural diversity, with gently rolling vineyards, the lovely region of the Danube and Alpine areas in the south. Aside from its unique natural beauty and recreational offerings, it features an extraordinary cultural landscape. Each year, the Wachau Valley, Melk Abbey and a variety of theater and music festivals draw thousands of visitors. Its rich culinary tradition is also the source of pleasure. Over the past few years, Lower Austria, the state surrounding the capital of Vienna, has positioned itself as a dynamic and innovative business center at the heart of the “new” Europe. It is also serving as a role model: Matthias Platzeck, the premier of the German state of Brandenburg, recently paid a visit to gather information on its tourism and regional marketing strategies.