SUMMARY
The local authorities, aware that the Hamburg region is in direct competition with over 300 locations worldwide, have defined a marketing strategy to attract certain target groups (working people, entrepreneurs, tourists and business tourists). More than a simple graphic identity, Hamburg Marketing is a powerful tool for governing the overall attractiveness of the region around the city and its key players (airport, port, convention center, etc.).
Keywords: attractiveness, branding, events, governance, territorial brand, metropolis, public-private partnership, integrated marketing strategy, tourism, business tourism, Hamburg, Germany, Europe.
Illustration: Hamburg.com
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