Market Murnau | Social media support & influencer relations

Digital communication for a modern traditional brand

We took over the strategic and editorial management of the official Instagram channel for the targeted positioning of Markt Murnau as a high-quality, cultural destination. The aim was to position Murnau digitally in a contemporary way and to appeal emotionally to both existing and new target groups – in particular culturally interested travelers, urban families and fans of regional quality. We use social media to present Murnau’s diverse market offering and gain access to an extended community.

Strategy & positioning

Murnau stands for a special combination of nature, art, regional identity, high quality of life, culture and enjoyment. Our task was to convey these values authentically via social media. The focus was on consistent storytelling that reflected the nature and landscape as well as the cultural depth and events in Murnau.

Creative posting and story formats were used to maintain and create a clear, recognizable digital brand world – approachable, inspiring and stylish.

Implementation

As part of the new content concept, regular contributions were made on the following topics:

• Culture and events: from exhibitions to the City Center Friday
• Nature & recreation: atmospheric insights into Murnau’s landscapes and local recreation offers
• Indulgence & hospitality: selected establishments, cafés and culinary recommendations
• Personal stories and perspectives: People from Murnau and their relationship to the town

The editorial approach was supplemented by a targeted collaboration with an authentic influencer from the fields of slow travel and photography. As part of a social media takeover, high-quality, visually strong content was created that combines the creator’s perspective with the brand world of Murnau. The close and personal approach enabled the target group to discover the Murnau market in a new way – and to identify more strongly with its offers and experiences.

Conclusion

The authentic communication was maintained and systematically developed as part of the complete social media activities. The channels show how Murnau combines its regional roots with a modern, aesthetic appearance. The Instagram channel is the central platform for authentic storytelling, visual insights and continuous brand development in line with the regional identity.