GERMANY'S TOP CULTURAL DESTINATION – Strengthening the imaging and gaining new customers Tools: Online PR, Offline PR, Google AdWords, Newsletter Marketing Situation at the start Saxony, Germany's top cultural destination is relatively unknown in Italy. The diverse cultural options, beautiful countryside and unique offers for active vacations make this an ideal destination for all seasons and opportunities. Setting targets The goal was to increase the awareness of Saxony as a travel destination in Italy, communicate the range of offers and gain new customers. In short: more Italian tourists should come to Saxony. In addition, the image of Saxony as a dynamic destination should be improved. Target groups include tourism experts as well as end customers. Approach The internet plays a very prominent role in individual travel planning. About 50% of Italians find their travel destination online. This makes the internet a clear tool for an integrated marketing strategy to raise awareness of Saxony as a travel spot. Online marketing played an important part of the marketing mix, using the following instruments: keyword marketing, newsletter marketing, marketing and direct email marketing. Classical marketing tools include PR work and a print ad campaign.