"Location marketing" creates the image of a region, communicates unique selling points and enhances the degree of familiarity. Consequently, location marketing is an integral component of a successful economic promotion and is a core task of the Investment and Marketing Corporation Saxony-Anhalt (IMG). The strategic approaches for alignment of location marketing are oriented towards objectives which are set through the economic promotion. The communication of these objectives is implemented by means of a well-balanced marketing mix with all facets of marketing tools.
Economic promotion and location marketing in Saxony-Anhalt experience a close integration and participation of reciprocal knowledge as well as a jointly pursued strategy. In addition to the general image marketing for the economic and scientific location Saxony-Anhalt, we have relied on intensive sector marketing up to now.
For instance, the report "INVEST" is published in German, English and Italian in a 14-day rhythm. The press team in the "location marketing" section organises sector-related press trips and press conferences in the course of events. Cross-media press advertising of all sector-specific topics is additionally handled. In the trade fairs and events section, the State of Saxony-Anhalt is presented within the scope of joint stands at national and international trade fairs in the target sectors of the state.