After Tirol Advertising’s ‘farmer video’ surfaced ‘accidentally’, a roundtable discussion on the issue took place on Wednesday evening. At the invitation of LR Mario Gerber (ÖVP), representatives of the Tyrolean Tourism Associations (VTT), representatives of the WK, lebensraum Tirol Holding and Tirol Werbe were represented.
Three measures were decided: In the future, representatives of the tourism associations and Tirol Werbe will meet twice a year to strategically coordinate the communication guidelines. In addition, more attention should be paid to the core values of the Tyrol brand. The third and probably most important decision: testing advertising material in Tyrol. Advertising campaigns only take place in controlled focus groups.
More cooperation with State Councilor Gerber
Cooperation between Tirol Werbe, the tourism sector and Mario Gerber must also be intensified. “Tourism is of crucial importance for Tyrol and its successful positioning as a holiday destination, which is also reflected in the positive balance of Tyrolean tourism statistics. “That should not be jeopardized,” said Gerber, who emphasized that the measures developed had “succeeded in joining forces.”
Seiler remains in office
Karin Seiler, director of Tirol Advertising, will remain in office. “The interaction between Tyrolean advertising, regions and tourism companies is an essential basis for the success of Tyrolean tourism. “We have therefore agreed that regular industry meetings and regional dialogue formats will be expanded again to strengthen industry cooperation,” she said.
VTT chairman and member of the supervisory board of lebensraum Tirol Holding Benjamin Kneisl said that “the institutionalized cooperation ensures a coordinated approach at both strategic and operational levels and a closer relationship between the tourism sector and advertising in Tyrol.”
Error has been corrected
Josef Margreiter, director of lebensraum Tirol Holding, which was in charge of handling the case, emphasized that “the internal processes that led to the distribution of the video have been analyzed in recent days and the error has been resolved. We have now sat down at the table together, with the result that internal processes and structures are being optimized.”
Source: Krone
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