New marketing concept

How to attract skilled workers to Styria

Michael Feiertag (Managing Director of Styria Tourism), State Councillor for Social Affairs Doris Kampus, State Councillor for Tourism Barbara Eibinger-Miedl and Governor Christopher Drexler at the presentation of the new marketing measures.(Bild: Sepp Pail)

The "Green Heart" has long been known as a tourist region - now the aim is to convince people to relocate here in the long term. The new marketing campaign from "Steiermark Tourismus" is intended to show: Styria is a great place to live, work and study.

"We want to present Styria in a new way - not just as a tourist region," says Governor Christopher Drexler (ÖVP). Together with well-known figures from politics and business, he stands on the podium to announce that they want to expand the institution of "Styria Tourism" to include a new business segment. Instead of just targeting tourists, the aim is to reach potential employees in particular.

Steirische Tourismus und Standortmarketing GmbH has set itself the goal of driving forward the marketing of Styria as a place to live. Potential employees and skilled workers are to be introduced to the Green Heart as a place to live, work and live in.

Michael Feiertag, Geschäftsführer Steiermark Tourismus

The measures implemented for this purpose include a magazine, a "Welcome" website and an elaborately produced image film. Aimed at a young, international target group and available in various versions. All in all, a comprehensive marketing campaign designed to help Styrian companies recruit new employees.

A place to live, study and work
"Discover the green beauty" - a young woman says into the camera. In the image film, she embodies a newcomer who finds everything her heart desires here: training opportunities, culture, culinary delights and an enthusiasm for sport. A "testimonial project" is also intended to showcase real Styrians of choice - including an apprentice girl from Greece who now plays in the brass band.

Josef Herk, President of the Styrian Chamber of Commerce, calls it "an important and necessary initiative". Styria needs an influx of international workers, as currently twice as many people are retiring as are starting work. Stefan Stolitzka, President of the Federation of Austrian Industries, agrees: "We need a new welcoming culture for Styria in order to attract the best of the best."

The same applies to the science location. "We want to combine the strengths of the universities with the strengths of Styria," says Kristina Edlinger-Ploder, Rector of the Graz University of Applied Sciences Campus 02. "I am convinced that our province is the ideal place to study, work and live," sums up Barbara Eibinger-Miedl (ÖVP), State Councillor for Tourism. Shared convictions that they now want to convey to the outside world.