Forb launches location campaign "Sankt" for city of St.Gallen
After the «Sankt» campaign put the spotlight on St. Gallen’s downtown area last year, it is now evolving into an integrated location campaign promoting St. Gallen as a place to live, study, and work. Forb aims to use this campaign to improve the city’s image and thereby attract more new residents and workers.
The qualities of the city of St.Gallen are not recognized. This was the result of a survey of people moving to and from the city. Potential newcomers in particular are less aware of the advantages of the city and underestimate the location.
In order to highlight St.Gallen's strengths, a marketing campaign will close information gaps and communicate the location's advantages as a place to live, study and work via various channels. The entire campaign will be communicated over three years in three time-limited waves. The first phase will start at the end of September 2021 and last until the end of November 2021.
Digital showcase of the city
Against this backdrop, Forb worked with the City of St.Gallen to further develop the "Sankt" campaign launched last year and expand it into an integrated location campaign. The campaign is aimed at specific target groups, with activities focusing on social media, online marketing, live communication and media relations.
All content is aimed at the website My-city.sg. As a digital showcase, the newly designed website is intended to inform visitors about St.Gallen as a place to live, study and work. This also includes leisure opportunities in and around the city as well as a diverse and dense cultural offering. Background reports, guest commentaries, interviews and stories convey the essence of St.Gallen in multimedia form.
Further actions planned
The campaign is set to provide further surprises in the coming months. For example, a gift box with St.Gallen specialties can soon be sent to homesick St.Gallen residents throughout Switzerland via Meine-stadt.sg. Live events are also planned in Swiss cities where St.Gallen can be experienced. Finally, special city tours on the topics of living and working in the city round off the offer.
Cooperation with business
In order to position St.Gallen even more strongly as an attractive place to work, companies, associations, educational institutions and other stakeholders are to be recruited for joint marketing under the umbrella of "Sankt". By the start of the campaign on Tuesday, a total of 24 campaign partners had been recruited.
The participating partners present themselves as attractive employers or generally as strong players in the areas of work, housing, culture or quality of life in St.Gallen and should strengthen the campaign.
Responsible at the City of St.Gallen: Samuel Zuberbühler (Head of Location Promotion City of St. Gallen), Kathrin Stäheli, Annina Huber, Marion Stadelmann. Responsible at St.Gallen-Bodensee Tourismus: Tobias Treichler (Vice Director / Head of Marketing & Customer Experience), Mario Gantenbein (Head of Digital Marketing Services). Responsible at Forb: Roman Burch, Oliver Forrer (Partner), Klemens Vetsch, Elena Freydl, Julia Roman (Design).
