communication and brand development process

The nature parks of Lower Austria have been sharing a common brand image since May 2020.

This was preceded by a communication and brand development process. The aim is to also build public awareness of the importance of nature parks for nature conservation, tourism, education and regional development.

Working together creates a stronger team

Almost half of all nature parks in Austria are located in the “Naturland” Lower Austria. Uniting the 20 nature parks under one umbrella creates a sense of public awareness of this fact which was not possible when each of the nature parks was represented individually. Above all, this form of representation could have never done justice to the enormous importance of these nature parks. Our nature parks are not only important local recreation areas. Other important tasks such as nature and landscape conservation, education as part of the nature park schools and the many initiatives for regional development have not gained much attention until now – this is now changing.

Find what there is to discover more quickly

The new, shared identity – from the brand family, to the design, to the new digital presence under the umbrella of Niederösterreich-Werbung will be aligned with the needs of the target groups: It will allow people to find out faster what there is to discover in our nature parks.

Reinforce strengths, use synergies

This closer collaboration also leverages synergies and helps to save costs. A specially appointed working group, supported by destination brand expert and managing director of the Message agency Karl Hintermeier, developed and implemented a comprehensive communication and brand strategy between 2018 and 2020 under the theme “Stärken stärken, Synergien nutzen” (Reinforce strengths, use synergies). From now on, it will be applied in every nature park and across all online and offline media related to the Lower Austrian Nature Parks.

Naturland Lower Austria www.noe.gv.at/noe/Naturschutz/Naturschutz.html

Naturland Lower Austria www.noe.gv.at/noe/Naturschutz/Naturschutz.html