When Lübeck und Travemünde Marketing GmbH became more intensively involved with digitalisation – especially Open Data – this was the occasion to evaluate and revise its own brand from the year 2009.
The brand was sharpened with the brand essence “joyful, alive, nonchalant”. A clearer orientation also took place with regard to the target groups and the products, when lead products and proofs of competence were worked out even more clearly.
This approach was obvious, as the brand core, the defined products and target groups meant that the content audit could be carried out in a very focused way (What data do I actually have? And what data do I need?). Based on the strategy, the content for the channels is now designed.
Christian Martin Lukas is certain: “It makes a big difference whether certain content is only thought of for a single output channel such as a print product or a Facebook post, or more holistically, i.e. for all relevant channels.” The holistic implementation saves time and money, as content is used multiple times. At the same time, the content is consistent across the various channels.