The communication guidelines and corporate design conceived by EMBASSY have been successfully implemented since 2015 and give the tourism region a distinctive profile. In 2020, we developed an emotional social media campaign for Saale-Unstrut Tourismus GmbH on this basis.
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In the social media campaign, the geographical proximity to selected cities was emphasised under the motto »Just a stone’s throw away«. In terms of content, thematic links were established between the cities and the destination Saale-Unstrut and presented in the form of »from … to …«.
The »stone throw« thus became the link to the claim »Land aus Wein und Stein« (»Land of wine and stone«) introduced in 2015.
By presenting contrast-rich connections that lead directly from the city life to activities, places, experiences or situations in Saale-Unstrut, the latent need of the target group of city dwellers for relaxation and nature was awakened. We utilised terms, allusions and absurdities of urban life and linked them to everything the Saale-Unstrut region has to offer.
»Land aus Wein und Stein« – Tourism Brand Saale-Unstrut
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The Saale-Unstrut region in the South of Saxony-Anhalt in Germany has been shaped by medieval influences. Castles, cities, cathedrals and vineyards are evidence of the glory of these times until today. In order to raise awareness and profile for Saale-Unstrut as a tourism destination, EMBASSY created a touristic umbrella brand in cooperation with Saale-Unstrut Tourismus e.V. In this process, we created a brand positioning, a slogan and a flexible identity system.
By presenting contrast-rich connections that lead directly from the city life to activities, places, experiences or situations in Saale-Unstrut, the latent need of the target group of city dwellers for relaxation and nature was awakened. We utilised terms, allusions and absurdities of urban life and linked them to everything the Saale-Unstrut region has to offer.
