Bad Aibling | New impetus for a spa town steeped in tradition

About Bad Aibling

The traditional spa town of Bad Aibling in the Mangfall Valley has developed into one of the most attractive places to live and relax in Upper Bavaria in recent decades. With its long history as a spa and health resort, rehabilitation clinics specializing in moorland, first-class health providers and the popular Bad Aibling thermal baths, the town combines health care with enjoyment and leisure. The offer is complemented by an extensive network of cycling and hiking trails as well as a varied cultural program and an established MICE location. Around 20,000 residents and over 300,000 overnight stays (as of December 2022) are proof of the appeal of this lively town.

Challenge and goals

Since 2019, those responsible in Bad Aibling have been relying on Wilde & Partner’s expertise to raise the city’s profile in a targeted manner and communicate a clear profile of expertise.

Raising awareness & image profiling:
Especially during and after the coronavirus pandemic, it was important to authentically present the added health value and the city’s diverse range of services.

Realignment of social media communication:
The social media presence was fundamentally revised to emphasize culture and the advantages as a MICE location in addition to health topics.

Holistic communications consulting:
In addition to traditional PR, the focus was on the development and implementation of integrated communications measures – from the website and podcasts to targeted B2B measures.

Measures

The cooperation with Bad Aibling was gradually expanded – from pure PR consulting to a comprehensive communication strategy:

Strategic media relations and press trips:
Creative and target group-specific PR campaigns that put Bad Aibling in the right light as a health and cultural location were successfully implemented. Press trips in the consumer sector played a central role in providing authentic insights into what the town has to offer.

Social media relaunch and content creation:
By completely relaunching its social media presence and continuously managing the channels, the city was able to communicate its strengths – from health services to cultural events – in a clear and appealing way.

Media planning and data-driven campaigns:
With targeted, data-based campaigns and well thought-out media planning, reach was steadily expanded and visibility in relevant media sustainably increased.

B2B communication in the MICE segment:
As part of the extended communication consultancy, special measures were developed and implemented to position Bad Aibling as a MICE location, including product development and awareness campaigning.

Results: Successful transformation and measurable successes

The integrative communication strategy has led to impressive results:

Strong organic growth:

The social media channels have seen a significant increase in organic growth, which demonstrates the continuous interaction and engagement of the target groups.

Regular media placements:

Through continuous PR measures and targeted campaigns, Bad Aibling was regularly positioned in relevant media, which further strengthened the city’s positive image.

Growing numbers of guests:

The integrated communication measures, including data-driven campaigns, have made a significant contribution to the steady increase in overnight stays. The increased visibility and the clear profile of expertise have sustainably boosted visitor confidence.

Successful positioning as a MICE location:

In addition to its health and recreational positioning, Bad Aibling has also successfully established itself as a cultural and MICE location, which opens up new target groups and further increases the attractiveness of the town.

Conclusion

The comprehensive collaboration between Bad Aibling and Wilde & Partner shows how a consistent, integrated communication strategy can not only strengthen the image of a traditional location, but also provide new impetus for growth and visitor numbers. With a mix of innovative PR measures, a successful social media relaunch and targeted B2B activities, Bad Aibling was sustainably established as a modern health, culture and MICE location – setting new standards in the Upper Bavarian region.