Marketing

The founding of city marketing Lienz in 1995 can be traced back to an initiative by Johann Kastner. In an open process, the "City Concept Lienz" was developed and publicly presented in June 1996. Over the years, the organizational structure of city marketing Lienz has evolved from an initially informal support structure to a bivalent organizational form as the City Marketing Association and at the same time a department within the mayor"s office.

Today, city marketing Lienz is supported by a complex and very capable organizational structure subdivided into the control levels "Department of the City of Lienz" and "City Marketing Association". Under this organizational umbrella, city marketing Lienz manages seven associations, ten working groups, and three inter-municipal cooperations. The main objective in the city marketing process for the Sun City is to develop Lienz together with its citizens into a "Model City for a Better Life".

Since then, this target profile has been consistently pursued with macroeconomic and socio-cultural measures. The visual anchor of this cooperative urban development process is the umbrella brand "Sun City Lienz". The accompanying slogan describes the shared responsibility for shaping Lienz step by step into a "Model City for a Better Life" with quality. The central point here is the bundling of forces and resources with the participation of citizens.

Die Dachmarke verkörpert auch gemeinsame Gestaltungsverantwortung für Lienz, sie ist damit kooperativ ausgerichtet und versteht sich als visuelle Klammer einer prozesshaften Entwicklung mit dem Ziel der Entwicklung einer unverwechselbaren und wettbewerbsfähigen Markenpersönlichkeit. Die Biografie der Markenpolitik der Stadt geht auf die Stadtkonzeption initiiert im Jahr 1995 zurück. Die Dachmarke beschreibt demnach die Sollpositionierung und Leitzielsetzung „Lienz als eine Modellstadt für schöneres Leben zu entwickeln“.

Das Logo zur Dachmarkte „Sonnenstadt Lienz“ ist ein markenrechtlich geschütztes Wort- und Bild-Zeichen. Im Markenmanual werden dazu die Anwendungsmöglichkeiten dargestellt. „Sonnenstadt Lienz“ kommuniziert die klimatisch vorteilhafte, südliche Lage, mediterranes Flair, Wohlfühlraum, Genuss und Chancen zur Selbstverwirklichung als Urbedürfnis der Menschen.

The integration of the city"s coat of arms (crest) forms a connecting element to the historical significance of Lienz as the residence city of the Counts of Görz/Tyrol. The claim "Model Beautiful Life" conveys future orientation, uniqueness, dynamism - it arouses curiosity and pride. Living beautifully encompasses all areas of life from beautiful living to beautiful working, spending beautiful holidays here, to beautiful shopping, enjoying beautiful leisure time, and thus highlighting the potential for self-realization.

Based on the city concept of 1995 with a working group under the leadership of Johann Kastner, initially a corporate design developed as a visual feature and image for the cooperative urban development process. In 2008, this led to a brand process that culminates in summarizing the forms of the city"s external appearance under the protected word-image mark.

In the continuous brand relaunch, various product and service brands were created under the umbrella of the regional flagship brand, such as the Lienz city market, the Lienz Advent, the Original Lienz Lebzelt, the Radpackage Innichen - Lienz, and many others. In collaboration with the local artist Hans Salcher, further claims highlighting the southern location of Lienz were developed.

In collaboration with the University of Klagenfurt, an evaluation of the brand process was carried out in 2011, and the brand elements and special attributes were evaluated according to sustainability and unique selling points.

In consistent strengthening of the brand position, measures, activities, and products that strengthen the brand image are continuously developed. These include events, city"s own products such as the Sun City sun loungers, the Sun City ice cream, the Sun City shopping bags, and other co-branding partnerships with the Osttirol Tourism Association, the Lienz Mountain Railways, etc.

Lienz zählt mit seiner durchgängigen Markenpolitik zu jenen Städten in Österreich, welche die materiellen Maßnahmen der Stadtentwicklung durch Steuerung der Identitätspolitik mit begleitender Bündelung emotionaler Gestaltungskräfte erfolgreich motiviert und begleitet. Der Brand building process stellt ein ständiges Hinterfragen der Ausrichtung und Kooperationsebenen dar und soll auch künftig auf die wirtschafts-, tourismus-, sozial- und umweltpolitischen Zielsetzungen der Stadt abgestellt sein und zu einer weiteren Schärfung der Standortprofilierung und Positionierung führen.