RegioMarket A marketing strategy for alpine products 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: ,- Euro RegioMarket at a glance

RegioMarket partners RegioMarket - 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 achieve?

RegioMarket - strategy RegioMarket – 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) 1)Conservation of typical landscapes & nature 2) 2)Contribution to the variety of specific / characteristic food products 3) 3)Food tells a story, related to regional characteristics 4) 4)Regional market system follows sustainability schemes 5) 5)Traceability of raw material 6) 6)Should include something about renewable energies 7) 7)Should include something about tourism 8) 8)Must have high quality (tasty, fresh,...) 9) 9)Users / partners must contribute to a regional community RegioMarket – first ideas 1st ideas: results of Kick-off Meeting – Product group „food“

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

RegioMarket – first ideas Planned Output: 1) 1)Exchange of knowledge concerning - best practices - regional menu - tourist services 2) 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 – Product group „tourism“

RegioMarket – impressions Regional sausages of Zasavje region RCL Regional apple juice and spelt bread from the Swabian Alb RegioMarket stands for regional (typical) products...

RegioMarket – impressions Living space Lungau Traditional festival in the „Ente Parco Prealpi Giulie“ Marco de Lenardo RegioMarket stands for regional characteristics (culture, tradition)...

RegioMarket – impressions Markus Leser RegioMarket stands for sustainable tourism offers...

RegioMarket – impressions Principality of Liechtenstein RegioMarket stands for innovation...

RegioMarket Thank you for your attention! Together we are strong, let‘s play together!