Liechtenstein Marketing was launched as an independent establishment under public law on 1 January 2012. Liechtenstein Marketing is responsible for marketing the Principality of Liechtenstein as an economic centre and tourism destination. National communications, location marketing, destination management and event management constitute the core tasks of the company.
The business activities of Liechtenstein Marketing are performed in accordance with:
- the Location Promotion Act (Standortförderungsgesetz – “SFG”)
- the Law on the Control and Oversight of Public Enterprises (Gesetz zur Steuerung öffentlicher Unternehmen – “ÖUSG”)
- the strategy of the owner
- the Articles and the Rules of Organisation
- the Service Agreement with the Government
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Core task 1 - National communications
In its external communication, Liechtenstein Marketing takes into account the fact that it is a public company of the Principality of Liechtenstein and thus also has to safeguard the interests of the government as the owner's representative. Communication must not run counter to the interests of the country.
⟶Liechtenstein Marketing is the competence centre for questions concerning the communication and marketing of the country and in this context distinguishes itself from government communication (Art. 2 para. 3 SFG). The implementation of uniform national communication, effective media relations and reputation management were transferred to Liechtenstein Marketing as an overriding task with the Location Promotion Act. In addition to an active role, Liechtenstein Marketing also assumes the function of a coordination office in this area.
Goals:
- Creating an authentic, correct and sympathetic image of Liechtenstein.
- Making Liechtenstein known to relevant target groups and increasing differentiated knowledge about Liechtenstein.
- Creating or increasing positive attitudes towards Liechtenstein.
- Supporting organisations and individuals in their efforts to be ambassadors for the country.
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Core task 2 - location marketing (economics)
The main basis for location marketing is the location strategy of November 2014, which was approved by the government on 9 December 2014 (LNR 2014-974).
⟶The location strategy forms the umbrella strategy for the entire business location and focuses in depth on the future of Liechtenstein as a business location, with reference to the complementary Integrated Financial Centre Strategy.
Goals:
- Positioning Liechtenstein as a business location abroad.
- Establishment of a uniform brand image (communication of the defined values) for Liechtenstein as a business location.
- Making Liechtenstein known and actively marketing it as an attractive location for innovative, promising and value-added companies.
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Core task 3 - destination management
Liechtenstein Marketing has the task of ensuring professional destination management and thus presenting Liechtenstein as an attractive tourist destination.
⟶Goals:
- Present Liechtenstein as an attractive tourist destination.
- Ensure professional marketing and implement sales promotion measures.
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Core task 4 - event management
Liechtenstein Marketing is responsible for organising and participating in major events at home and abroad. Through events and projects, Liechtenstein is to be represented, marketed and positively anchored both at home and abroad.
⟶Goals:
- Through events and projects, Liechtenstein is to be represented, marketed and positively anchored both at home and abroad.
- Liechtenstein Marketing is a competence centre for the planning and implementation of events in the interest of the country.
The business activities of Liechtenstein Marketing are performed in accordance with:
- the Location Promotion Act (Standortförderungsgesetz – “SFG”)
- the Law on the Control and Oversight of Public Enterprises (Gesetz zur Steuerung öffentlicher Unternehmen – “ÖUSG”)
- the strategy of the owner
- the Articles and the Rules of Organisation
- the Service Agreement with the Government
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Contact
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