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Jens Huwald

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Jens Huwald has been CEO of Bavaria Tourism, the official marketing agency, since January 2012. He was previously responsible for communications at the agency for seven years. Prior to that, he held senior positions in the Marketing Communications, Corporate Communications and Public Relations fields at the Omnicom Agency Group, BSMG Worldwide Germany/Weber Shandwick (Munich) and Schlösser Brewery (Dusseldorf). He lives in Munich together with his wife and his two children. We are pleased that Jens Huwald will join us at #DTTTGlobal in Brussels on 30th November & 1st December and caught up with him to find out more about their campaign and digital activities.

The Organisation

BAVARIA TOURISM (by.TM) is the official marketing company for the Bavarian tourism and leisure industry. It was founded on 1 January 2000 based on an initiative of the Bavarian Free State. The company is owned by six principal and 22 additional shareholders from diverse areas of the Bavarian tourism industry, whose interests it represents, among other things. by.TM receives institutional funding from the Bavarian State Ministry of Economics, Media, Energy and Technology.

The principal task of by.TM is the promotion of tourism for the entire Free State. This is based on the management and continual development of Bavaria’s umbrella tourism brand with the clear objective of anchoring the state as a holiday destination in the relevant set of potential visitors and thus inspiring them to come and visit Bavaria. The core task of by.TM is therefore located right at the start of the customer journey. The marketing activities are focussed primarily on German-speaking and other specific international target markets.

Biggest Challenge as a Destination

Our biggest challenge is communicating with potential guests in a way that is truly authentic. The aim is to continue to position Bavaria top of mind as an interesting destination for an ever-increasing relevant set. Another important goal is networking with big players of the tourism industry:

In line with our strategy, as by.TM we want to expand and consolidate our role as content creators! For example, by creating booking portals for people who are searching for destinations. This way we can use technology to combine the inspiring overall presentation with direct information and booking facilities.

Biggest Opportunity

Getting the content and stories to go viral. This makes the satisfied guest of today an effective co-player and multiplier for inspiration and thus for successful rebookings.

Bavaria's Umbrella Brand Campaign

Under the umbrella brand Bayern®, the company offers the entire range of tourism services in the Free State of Bavaria. All marketing activities run under the umbrella brand claim “Bavaria – traditionally different”. The main focus here is the communication of authentic stories about Bavarian personalities and their way of life. They show Bavaria in a traditional yet modern light and embody the distinctiveness of Bavaria as a travel destination. All stories can be found on the main website www.bayern.by/traditionally-different.

The sub-brands WellVital® in Bavaria, Kinderland® Bavaria and the hotel brand Sightsleeping® also guarantee target-group-specific offers for connoisseurs, families and culture lovers. Through its own initiatives such as “Time for Tranquility”, “Filmkulisse Bayern” (film set Bavaria) and “Aristocratic Bavaria”, it brings tourism together with other industries to create productive partnerships. In this way, the marketing company can work with all the Bavarian tourism partners, offering guests from all over the world a range of attractive and varied travel ideas.

Establishing the website as a Story Hub

Our website takes the form of a travel magazine and uses various core themes to present stories that are told by the people of Bavaria themselves. These convey the typical Bavarian attitude to life and make you long to visit: Guests learn to identify with the state and its people thanks to the stories about traditions and how these are being reinterpreted. It is all about feeling part of an evolving culture, which is played out in a variety of channels and formats.

Developing the Stories

Our entire team is passionate about researching new and fascinating personalities from Bavaria.

Building on Inspirational Content

The biggest challenge is choosing between the wealth of potential fascinating stories from Bavaria in order to convey the main creative themes in all their facets and thus to represent the Free State as a whole.

Why should #DTTTGlobal delegates not miss your talk?

Bavaria keeps breaking visitor records and is Germany’s number one travel destination. We want to continue this success story while also moving in new directions. I am looking forward to presenting our successful change of strategy while also sharing my thoughts and discussing the future roles and responsibilities of a state marketing organisation.

Discussion

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