Obersteierstark
Supervision from July 2019 to April 2020 (contract as per RFP) by:
Distribution area of the campaign: Austria-wide
Initial situation
From top career opportunities to good infrastructure to fantastic nature: Upper Styria is characterized by many advantages and offers a great work-life balance. In order to be able to build on a qualified workforce in the future, the Upper Styria East Regional Management wanted to introduce new employees to the region with an initiative and at the same time create awareness among locals of the strengths of their region.
Strategy
Who better to provide information about Upper Styria than the people who live and work there? We decided to make them the focus of an image campaign. The goal was to paint a diverse and authentic picture that would whet people’s appetites for Upper Styria. The various advantages of the region were summarized under the newly created term “obersteierstark”.
Implementation
The heart of the campaign is a web platform: On obersteierstark.at, ambassadors from the region provide exciting insights into their private and professional lives. Each of them introduces himself with a video and his personal story. For all those who would like to settle in Upper Styria for the first time, there is also a wealth of useful information on living and working in the region, as well as current job offers, event tips and more.
Socia media activities on Facebook and Instagram as well as PR measures in the form of press releases and one-on-one meetings with business journalists as well as cooperation measures with individual media round off the top-level communications presence. A special highlight – the top-series supplement, which was conceived, researched, written, typeset, proofread and illustrated by Reichl und Partner PR.
A national online campaign in spring 2020 generated additional traffic to the website.
