The Sächsisches Elbland holiday region is located along the river Elbe, stretching from Dresden via Meißen all the way to Torgau. It is home to a wine country that is unique to Saxony. The area abounds with centuries-old cities, picturesque villages and man-made cultural landscapes dotted with forests and ponds. Opulent baroque castles, elaborate parks and terraced vineyards beckon visitors from far and near. The Elbe bicycle trail is well-known and has garnered many awards. Over 25 vineyards and 19 wine restaurants are open for tours and wine tasting, including two large vineyards in Meißen and Radebeul that offer an even wider range of experiences.
Communication for all the senses
The regions’ tourism concept was to present the Sächsisches Elbland region in the context of its many different possible experiences. Using the headings “Crown Jewels of Culture”, “Wine & Culinary Experiences”, and “Green Explorations”, the region was to be presented from various perspectives. The “850 years of wine growing in Saxony” anniversary played a major role in the new concept, as did the annual contest among restaurants for the prestigious designation “Recommended along the Saxon Wine Road”.
Niche groups, such as motorcyclists, were targeted as well. This particular group is regarded as above-average in terms of mobility, oriented towards enjoyment and as having a high disposable income. A special foldable map was the hook for sending out small news items to a wide circle of recipients. The client was especially pleased to receive many specific inquiries resulting from these mailings.
The reference: facts and figures
Client: Tourismusverband Sächsisches Elbland e.V.
Tasks: PR consulting, topic selection, annual plan, press releases (research, text, mailing, monitoring), press trips (themes, invitations, coordination, follow-ups), images, media cooperation, sweepstakes, media analysis, documentation.
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