Monographie_Saarland

“LITTLE THINGS MAKE A BIG DIFFERENCE.” LOCATION MARKETING IN THE SAARLAND
The Saarland is facing increasingly tough competition
from other business locations and regions for qualified
staff, skilled workers and senior executives as well as
investment, economic power and taxing revenues,
together with the ability to attract companies to come
and settle. Furthermore, the demographic skills shortage
threatens to put the brakes on the Saarland’s economic
growth.
To improve the image of the state also in other parts of
country and make it a place people want to move to with
credible claims that it offers both career opportunities and
private chances, in 2013 Saarland Marketing was launched
with its claim “Little things make a big difference.” on behalf
of the state government and the CCI Saarland, under the
auspices of saaris (saarland.innovation&standort e. V. – saarland
innovation and location). Since then, there have been
many traditional and digital advertising campaigns together
with specially developed events to raise the profile of the
Saarland as a business, science and residential location so
that it is brought to the attention of the “relevant set” of
decision makers in politics and industry. At the same time,
the location advantages offered by our state are to be made
better known among university graduates and skilled
workers in the state and further afield. Right from the start
it was all about holistic location marketing, encompassing
all the dimensions and instruments of modern communication
policy. These extend from the corporate design as the
formal basis, via various brand communication measures
through to the willingness of public representatives and key
communicators to take an assertive stand for the Saarland
as a successful, self-reliant state, representing it as a viable,
pleasant place to live as well as an attractive, high-per -
forming business and science location. The overall strategy
“inside – outside – online” uses numerous different communication
and sales channels (print, audio, online, face-to-face,
events, advertisements, etc.). The Saarland’s creative industries
have also been involved to provide a broad marketing
mix for each stipulated target group to ensure an efficient,
continuous on-going supply of information about the location
advantages of the Saarland.
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Zahlreiche Werbemaßnahmen tragen die Kampagne „Großes entsteht
immer im Kleinen.“ weit über die Grenzen des Saarlandes hinaus.
Numerous advertising campaigns convey the slogan “Little things
make a big difference.” way beyond the state borders.