Innsbruck: Place marketing as city curator

Since 2020, we have been supporting the realignment of Innsbruck Marketing GmbH – with three concrete goals:

• Redefining place branding.
• To position Innsbruck Marketing with a clear focus.
• To strategically lead the Innsbruck brand into the future.

We advise the team around Managing Director Heike Kiesling on place brand strategy and brand management, strategic communication, place marketing, stakeholder management and organizational development.

The focus of the cooperation is on:

• Vision, mission, goals and fields of action of city marketing
• Brand management(narrative) – for an activating city brand Innsbruck
• Stakeholder management and Establishment of an agile communication unit – Interaction between city administration and place marketing
• Communication including a freshly sharpened brand image for place marketing(www.innsbruckmarketing.at – website concept, text, support)
• Conception of the brand day for stakeholders – Forum Innsbruck (September 2024)

Contemporary place marketing is an “enabler”, it networks and activates …

• inwards internally (to city politics, to the committees, to the Innsbruck city administration and to the municipal holding companies) and
• outward externally (to trade, to industry, to the tourism association, to the Tirol location agencyscientific institutions, etc.).

Place marketing becomes a kind of “spider in the web”, a “city curator” to orchestrate the work order and business areas in the background, create new networks and make many players part of the whole – for the future of the city. This is exactly the kind of place marketing that Innsbruck is now implementing, supported by the team at Stadtmanufaktur.

Since the start of the process in 2020, Innsbruck Marketing has transformed itself into a kind of strategic consulting firm that leads the reorientation of the brand, moderates the process, formulates questions and repeatedly addresses relevant aspects of the city’s overall positioning.

Ultimately, it is about the visibility of the city and the city brand, in which “identity, image and social interaction” resonate in harmony – and which is supported by numerous actors and ambassadors of the city.

Change begins with ourselves. This clever sentence also applies to the marketing of the city. Together with the Innsbruck Marketing team, we are laying the foundations for a new way of being, thinking and acting for Innsbruck’s city marketing in intensive discussions, workshops, concepts and formulations.

In concrete terms, this means

• New positioning of Innsbruck Marketing including vision, mission, goals, target groups and fields of action
• heightened awareness of the Innsbruck Marketing GmbH team’s own role and tasks
• Clear communication in the city and with relevant stakeholders
• Newly developed organizational structure with recommended staffing plan