Munich Tourism

The task

"Simply Munich" is the catchy slogan of the tourist appearance of the state capital Munich. At the beginning of the year, Saint Elmo's tourism marketing was faced with the challenge of establishing the brand "Einfach München" in the social media.
The idea

After winning the pitch, Saint Elmo's tourism marketing started to implement the well-founded social media strategy. The heart of the social media campaign is the newly created tourism portal Here the user will find informative texts on the most important points of interest of the city and the surrounding area as well as inspiring stories on Munich topics. With the new Social Media appearance Munich tourism does not aim at the rapid increase of the overnight accomodation numbers, but would like to increase above all the quality of the stay. Guests should gain a more comprehensive picture of the city and immerse themselves in Munich's attitude to life away from the well-known tourist magnets such as Marienplatz or the Oktoberfest.

The result

This goal is also reflected in the entire campaign, which does not aim at a rapid increase in the number of followers, but rather at playing out the right topics to the right users in the right target markets. For the time being, Saint Elmo's tourism marketing concentrates on the support of the Facebook and Instagram channels. Here the stories of the portal are tied to campaigns, which are then played out and advertised to the global markets (DACH, USA, EUR West, Arabia and Asia). 

Saint Elmo's tourism marketing takes over the strategy as well as the creation and production of the content and the editorial planning with maintenance of the channels on Facebook and Instagram including community management.

Interesting links
About the customer

In 2017, 7.8 million arrivals and 15.7 million overnight stays were registered in the Bavarian state capital. As an attractive European metropolis for culture of pleasure, cultural enjoyment and joie de vivre, Munich offers its guests an overwhelming range of things to see, hear, marvel at and experience.

The increasing popularity of the city among city travellers also has its downsides. Here, Munich Tourism and its partners have agreed on controlled, sustainable growth in order to meet the needs of Munich residents. All according to the motto "Community participation in the life of the city".
Services Saint Elmo's Tourism Marketing / Support since: 2018

Global social media presence on Facebook and Instagram

  • strategy
  • Creation and production
  • Editorial planning and maintenance of channels
  • Application to global target markets
  • community management

Further links

Share article

Talk to us!

Verena Feyock Managing Partner

Kaulbachstraße 4
80539 Munich
T: +49 (0)89 462372-0