Tirol advertising
| Tirol advertising | |
|---|---|
| legal form | GmbH |
| founding | 1989 |
| Seat | innsbruck |
| management | Florian Phleps |
| Branch | Tourism marketing |
| Website | www.tirolwerbung.at |
The Tirol Werbung GmbH , based in Innsbruck is a tourism marketing organization in the Austrian Tyrol . The organization's task is to promote tourism. The “Tirol” brand is used to advertise the Tyrol as a travel destination in around 20 countries , and its image is to be further enhanced. In addition, the country is to be marketed as the “most sought-after power place in the alpine world”.
The Tirol Werbung group of companies includes the merchandising company Tirol Shop GmbH, which operates two branches in Innsbruck city center as well as an online shop, the "Cine Tirol Film Commission" as a company promoting film and the "Convention Bureau Tirol" promoting the congress - and conference tourism. Tirol Werbung GmbH itself is part of Lebensraum Tirol Holding, which started operations on January 1, 2019. Florian Phleps, former authorized signatory of Tirol Werbung, has been managing director of Tirol Werbung GmbH since January 1, 2019.
history
In order to promote tourism in Tyrol, the "Association for the Elevation of Tourism in North Tyrol" was founded in Innsbruck in 1889 . In 1890, the “Regional Association of the United Spa and Tourism Companies in Tyrol” was established in Bolzano for the other parts of Tyrol. The international marketing of Tyrol began in 1892, and the association was now called the “Regional Association for Tourism in Tyrol”. In 1911 the association became a semi-official corporation. In 1922 the regional traffic office took over the advertising for Tyrol. In 1937 a new tourism law came into force, which meant centralization. After Austria was annexed to the German Reich in 1938, personnel and structural changes took place, which ended the previous work. In 1945 the regional traffic office resumed its activities.
On January 1, 1989, the private-sector association “Tirol Werbung” was founded, which emerged from Department IId of the State of Tyrol, under the leadership of Andreas Braun. Parts of the tasks of tourism development remained in the office of the Tyrolean provincial government (tourism department) and in the Chamber of Commerce . In 1997, 254 tourism associations merged as part of a structural reform. A tourism strategy called “Neuer Tiroler Weg” was launched. The "Cine Tirol Film Commission" was founded in 1998, the "Tirol Shop GmbH" in 2001.
In 2003 Tirol Werbung was reformed; it is no longer solely responsible for tourism as a whole, but now has additional competencies as a marketing organization for the business location Tirol. The tasks will now be taken over by the "Tirol Marketing", "Tirol Information" and "Tirol Destination" departments.
In 2004 the Convention Bureau Tirol was founded. The Convention Bureau Tirol, abbreviated to CBT, serves to strengthen conference and congress tourism. This service point supports free of charge with the planning of congresses, meetings, incentives and events.
In 2006 the Tirol brand, which had been used exclusively for tourism, was further developed into a location brand.
In 2012 the Tyrol Tourism Board was set up as a committee of the Tirol Werbung in order to identify and use synergies between Tirol Werbung and the Tirolean tourism associations. Franz Tschiderer, chairman of the Serfaus-Fiss-Ladis tourist office, heads the committee, which also takes care of special areas of tourism development in the three committees for marketing, controlling and infrastructure.
In 2019, Tirol Werbung became part of Lebensraum Tirol Holding. The location agency Tirol and Agrarmarketing Tirol also came under the umbrella of this holding, which Josef Margreiter is managing director.
tasks
The core tasks of the around 90 employees of Tirol Werbung include basic tourism work, such as market research or supra-regional pilot projects such as "Tirol auf Schiene", the control of the tourism marketing system with the 34 independent units of the Tyrolean tourism associations and information from Guests and market partners. Tirol Werbung publishes the tourism magazine SAISON four times a year.
organization
Since January 1, 2019 there has been a new structure in which Tirol Werbung GmbH is embedded. On this day, the higher-level Lebensraum Tirol Holding GmbH started its operational activities. Josef Margreiter, who previously headed Tirol Werbung for 24 years, was appointed managing director. Tirol Holding is 100 percent owner of Tirol Werbung GmbH and also forms its general assembly.
Tyrol Tourism Board
The Tyrol Tourism Board (TTB) is an advisory, conceptual and decision-making body whose main task is the strategic coordination between Tirol Werbung and the Tirolean tourism associations.
The Tyrol Tourism Board is made up of three representatives each from the state of Tyrol, the Tyrol Chamber of Commerce, the Association of Tyrolean Tourism Associations (VTT) and the current managing director of Tirol Werbung as a co-opted member.
Tirol Holding
Lebensraum Tirol Holding GmbH is a 100% subsidiary of the state of Tyrol. The holding company itself holds all shares in the respective subsidiaries Tirol Werbung, Standortagentur Tirol and Agrarmarketing Tirol. In addition, there is an advisory board made up of representatives of key interest groups and institutions in the state, which participates in the strategy work, and a supervisory board that has decision-making powers.
The aim of the holding company is to initiate and support cooperations to develop the state of Tyrol into a successful business, science, work, culture and tourism location.
The Tirol brand
In 1995 Tirol began to establish itself as a brand. This includes the partnership with the Austrian Ski Association or the sponsorship of international sporting events. The Tirol brand is strategically controlled centrally for the entire location by Lebensraum Tirol Holding. The claim of the Tirol brand is: "Tirol Heart of the Alps".
Tyrol logo
The “Tirol” logo is a word and image mark and shows the white Tirol lettering in a red box. Red and white are also the regional colors of Tyrol. The lettering is the result of a poster that was commissioned in 1974 by Tiroler Tourismusswerbung, a forerunner organization of Tirol Werbung. The Tyrolean commercial artist Arthur Zelger developed the lettering in 1974 as a free-standing font logo on behalf of Tyrolean tourism advertising.
Web links
Individual evidence
- ^ Company website Tirol Werbung
- ↑ Presentation of the story
- ↑ Convention Tyrol website
- ↑ Presentation of the story
- ^ Website of the Lebensraum Tirol Holding
- ^ Company website Tirol Werbung
- ^ Organization of Lebensraum Tirol Holding
- ^ Structure description of Tirol Werbung
- ^ Website of the Lebensraum Tirol Holding
- ↑ Information on the Tirol brand
- ↑ Information on the Tirol brand
Federation: Österreich Werbung (formerly Austrian Tourist Office )
Countries: Burgenland Tourism | Carinthia Advertising | Lower Austria advertising | Upper Austria Tourism | Salzburgerland Tourism | Styrian Tourism Society | Tirol Advertising | Vorarlberg Tourism | Vienna tourism
Municipalities: Tourist Associations | Tourist regions