The interplay between
innovation, strategy and brand
produces success.

Innovation network for destinations (DMMA)

DMMA Association

19 tourist regions covering approximately a quarter of the overnight stays in Austria by tourists seeking leisure and recreation work together on those innovations and competences which gain them competitive advantage.

Innovation strategy
Management model
Business leadership

Federal Ministry’s Innovation and Impulse / Incentive Program


Future concept for the Saalfelden Jazz Festival

Saalfelden - Leogang Tourist Association, Centre for Contemporary Music, Nexus Saalfelden

Future strategy for the Jazz Festival as a community event with positive vibes! effects for tourism in the town of Saalfelden

Development strategy

Implementation Planning

SaaS CRM (Customer Relationship Management) Distribution System for destinations

DMMA Association

Exploiting the potential customer base for destinations via a networked CRM distribution database with interfaces to all relevant systems

Process Design
Contracting and Project Management
Supervised Implementation

Content Management for destinations

DMMA Association

Innovation Lab Content Management

Content Management Strategy
Content Management Process and Infrastructure
Strategic Storytelling
Content Production and Distribution



Transformale Festival for contemporary art in Carinthia

Carinthian Tourist Board

Contemporary art festival incorporating the local, independent, art scene, in order to promote cultural openness, through an identity discourse focussing on enjoying art,  providing cultural/cultured entertainment for the local population (of the state of Carinthia) as well as stimulating guests with cultural interests to travel.

Product Concept
Contemporary Arts Network Concept
Implementation of the project management

Cooperative Venture “Enjoy Camping in Carinthia"

ARGE Enjoy Camping in Carinthia

Creating and centrally marketing  camping vacations as nature - active - holidays for “discoverers” with support services

Project Submission
Product Concept
Marketing Concept
Supervision of the implementation of the project management

Winner in the Federal Ministry’s 2014 Project Call for the Innovation million
Distinction Award in the 2016 ADAC Award

Logo Camping Award 4C 2016

2020 Strategy Map and Corporate Strategy Austrian Tourism Board

Austrian Tourism Board

Orientation of the business and its international market performance, internal processes and procedures, competence profiles and structures towards the demands of the international market and general conditions of the tourism system in Austria.

Vision, Mission
Balanced Scorecard
Market Strategies

Implementation Coaching

The “holiday by the lake” strategy for the future

Carinthian Lake Districts

Strategy for re-positioning the “holiday by the lake” as the new nature - active holiday on the south side of the Alps,  a far cry from traditional bathing holiday with a special focus on building up the low seasons/shoulder months, refining the business segment strategy for the whole of the Federal State of Carinthia

Contract(ing) and Project Management

Product Development
Marketing and Distribution
Strategic Controlling

Implementation and Supervision

Destination Management and Marketing Strategies

Bregenzerwald, Most-viertel, Weinviertel, Bad Kleinkirchheim, Region Hohe Tauern, Millstätter See, Wiener Alpen, Bodensee-Vorarlberg, Neusiedler See, Allgäu, Kleinwalsertal

Destinations as economic tourism areas exist as distributed systems and their development. Marketing requires systemic know-how and not only simply business know-how. Branding, Experience Management, Content Management, Distribution and Sales, Partnership Management, Business Intelligence and ICT as well as the Systemic Management Approach are the crucial funktions to be implemented.

Performance Checks
Integrated regional management strategy
Design of the Business Model 
Implement the systemic functions of Destinations Management
Strategic and operational Controlling

Ensuring binding agreements

The Warth 2020 Tourism Holding

Warth Tourism Holding PLC

The transformation of the participative holding into a management holding, the strategic re-orientation of the participants and the basic layout/design  of the operative processes and instruments for their development and marketing were all (significant) components of this project.

Development Strategy

Implementation Planning

Cultural tourism strategy accompanying Essen/the Ruhrgebiet as candidate for the 2010 European Capital of Culture

Ruhr Tourism

Re-presentation/re-invention of the Ruhrgebiet as a visitor-oriented destination capable of participating on the international market, together with the development of the Management and Marketing processes and structures for development and marketing, securing the economic sustainability of the candidacy for the European cultural capital.

Product development and marketing stratgey
Marketing management
Implementation Planning

Project successfully submitted

Evaluation of Lower Austria’s Destination Management

DMOs (Destination Marketing Organizations) in Lower Austria

Systemic and business capability performance check

Efficiency and Effectivenessof the business model

Optimization and Development Program

The Holiday in Austria brand

Austrian Tourism Board

Positioning Austria as a country that understands how to live, and as the cultural centre of Central Europe with a professional approach to its guests, led to the realization that the guests can discover themselves anew, regenerating and blossoming in the process.

Scientifically proven/tested brand core
Choreographed rollout concept
Establishing themes levering the brand vividness

Concepts for state-wide tourism brands

Vorarlberg, Carinthia, Burgenland

Cultural artefacts and values become comprehensible when they connect both to their genesis, and to the future, containing within themselves identity threads which are relevant  for both hosts and guests, and which have fused the embedded values and characteristics into a brand concept on conceptual, emotional, aesthetic and rational levels.

Scientifically proven/tested brand core
Choreographed rollout concept
Management Concept
Implementation Planning

Brand Experience Space Design

Lake Klopeinersee, Lake Millstättersee, Lake Constance - Vorarlberg

Making brands “experiencable” means designing spaces and creating rituals which can give meaning to places and situations through dramaturgy and scene-setting - thereby following a metastory which goes /delves deeper and becomes the director. Parametric design, scenography, semantics,  semiotics and visual design produce the depth of events on which the brand feeds/nourishes itself.

Project Design
Experiential Space Concept
Competition Design for an international Creative Call

Concepts setting-the-scene for products

Lake Neusiedlersee Cycle Path, Omgang Kleinwalsertal, Traisental Bike Tour

Turning the theoretical concepts for brands into values means translating the promise of an experience into concrete, engaging points of contact, which can then be booked and realise its value.

Story concept
Experiential spaces and Rituals
Product concept
Marketing concept
Management model

Concepts for Destination Brands

Bregenzerwald, Weinviertel, Bad Kleinkirchheim, Allgäu, Millstätter See, Kleinwalsertal, Bodensee-Vorarlberg, Thermenwelt Burgenland, Wiener Alpen, Mostviertel, Pfronten

By developing their brand destinations can set themselves apart and be particularly attractive for certain target groups. Social systems, however, cannot be developed and exploited like consumer brands. They have to be connected both to their genesis, and to the future, containing within themselves identity threads.

Positioning and Brand Potential Check
Scientifically proven/tested brand core
Choreographed rollout concept
Management concept

Establishing Themes and Strategic Storytelling

Impulse papers on “Heimat” and "Nature Reloaded", Austrian Tourist Board

Especially where geographical and thus social spaces are concerned,
brands draw their strength from their resonance with development of
society. They have never been finished (in the way consumer products, for example, have), but are always a work in progress. The consumerisation of brands, that is their pemanent reloading with significance, is, from this point of view, to be understood as a cultural process, focused on topics that socially really matter.

Resource-based Analysis of the Brand Relevance
Analysis of the streams of social yearnings and expectations
Design of  Meta-Stories
Storytelling Concept (from product design to communikation and implementation)