1.2 - INTERREG IIIB Alpine Space Programme

Aim
RegioMarket 1.2
Optimising Regional Marketing and networking for development
of a corporate marketing and branding strategy for the entire Alpine Space
The project RegioMarket aims to develop and implement a
corporate sustainable branding and marketing strategy for the
Alpine Space focused on three core economic sectors: agricultural
food products, services (tourism and gastronomy) and
renewable energy. The strategy will contribute to the promotion
of top-quality products and services inside and outside
the Alpine Space and to the establishment of a unique selling
proposition which will increase the competitiveness and
promotion of SMEs and new business investments within
the Alpine Space. Environmental protection and sustainable
management of the Alpine Space are an essential part of the
strategy. New networks and a permanent knowledge management
system will be implemented to support the possibility of
exchanging knowledge. RegioMarket will provide a clear guidance
to public authorities, policy makers and other economists
working in marketing and branding.
Activities
First of all a SWOT analysis will be implemented in order to
analyse the marketing activities and the existing brands and
quality systems of all involved regions. Based on a comparison
of existing regional brands in the Alpine Space a set of
best-practice-approaches will be designed. Legal, customers’
and market requirements on regional products and services
will be elaborated for the entire Alpine Space. Furthermore a
quality system will be developed for agricultural food products,
services and renewable energy. Existing quality and control
systems will be considered and implemented in one corporate
system in order to maximize the effectiveness of the project.
Each partner is responsible for the knowledge transfer into his
own region, e.g. by organising workshops and trainings. Quality
standards and control systems will be implemented and
established in pilot areas in cooperation with main regional actors.
By implementing new networking methods and networks
and by establishing a permanent knowledge management
system the knowledge transfer and information of all relevant
actors and decision-makers within the Alpine Space about the
Promotion of top-quality regional products and services resulting in an increased
attractiveness and competitiveness of Alpine Space regions.
project results will be guaranteed. Finally the project will be
evaluated in order to improve detected weaknesses and to
create a long-term positive impact.
Outcomes and results
Sustainable and flexible marketing and branding strategy
with corporate quality standards and control systems for
agricultural food products, services and renewable energies
for the entire Alpine Space
Best-practice guideline for a corporate branding and marketing
strategy for the Alpine Space as guideline for regional
stakeholders and policy makers
Developed and implemented quality standards and control
systems and established regional brands for special products
and services in pilot areas
Improved marketing and promotion of regional products and
services
Efficient networks and a sustainable knowledge management
system concerning marketing and branding
Organisation of a transnational symposium for detailed information
and publication of the project results
Increased added value within the Alpine Space
Increased attractiveness and competitiveness of the Alpine
Space
Conservation of typical landscapes of Alpine Space
Photo: LUBW - Landesanstalt für Umwelt, Messungen und
Naturschutz Baden-Württemberg.
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Lead partner
Project partner
Lead partner
Landesanstalt für Umwelt,
Messungen und Naturschutz,
Baden-Württemberg
Other partners
PPC d.o.o
Center za razvoj Litija
DAR
Parco Prealpi
Regione A. FVG
Provincia di Belluno
Regione Veneto
Weizer Gmbh
Unser Land Gmbh
Land Kärntner
Univ. AlbSig
SIR
Isara-Lyon
CSVDA
LBBZ Plantahof
HS Liechtenstein
Contact person
Norbert Höll
Tel +49 (0)721 5600 1289
Fax +49 (0)721 5600 1414
norbert.hoell@lubw.bwl.de
Duration
03.2006 – 03.2008
Total budget in EUR
2.596.998
ERDF in EUR
1.322.841
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spatial planning & competitiveness