How do we position Linz both internally and externally?

A strong location needs a clear narrative. Economic strength has an impact when it is communicated in a way that is clear, consistent and credible.

Linz is a city of many facets. Linz is an industrial centre, a hub of innovation and culture, and an attractive place to work and live. This diversity is a strength, but it is not always perceived as a coherent whole.

Analyses show that Linz has strong economic structures, committed businesses, an active research community, motivated residents, active clubs and associations, and a vibrant cultural, artistic and creative scene. At the same time, the location's image lags behind its quality. lnternationally, Linz is less widely recognised than comparable cities. And this is despite the fact that industrial expertise, capacity for innovation and quality of life are high.

The image of our city remains ambivalent. lt stands for strength, diversity and technological expertise, and is set to be even more closely associated with innovation and sustainability. Winning second place as a European Rising Innovative City at the European Innovation Council's iCapital Award 2024 underlines Linz's ambition as an emerging centre of innovation.

Clear and modern positioning is therefore becoming increasingly important, particularly in the face of international competition. lt is clear that many initiatives, programmes and communication measures exist side by side, without forming a common narrative. A wide range of activities - from brand strategy and tourism promotion to business-related initiatives - contribute to the region's image. However, these need to be better coordinated.

Location marketing is both a communication tool and an economic policy instrument. lt influences investment decisions, the choice of location, the recruitment of skilled workers and a sense of belonging.

The aim for Linz is a clear: a coherent narrative that combines economic strength, innovative capacity, quality of life, and openness. The futureoriented fields of industrial intelligence and clean technologies offer the opportunity to raise Linz's visibility both nationally and internationally as a modern centre of industry and innovation.

Facts

Initiatives such as the „Made in Linz“ success stories demonstrate the innovative strength of Linz-based companies and start-ups
Challenge: Innovation capabilities coupled with low international recognition
Numerous individual initiatives, but as yet no coherent economic narrative
Use the focus on futureoriented sectors such as clean technologies and industrial intelligence as a unifying theme for the city's future positioning

Our role

Strategist
Motivator
Coordinator

Success stories "made in Linz"

In conversation with ... Scheidt & Bachmann Österreich GmbH

In conversation with ... Sprecher Automation

In conversation with ... INDIMA

In conversation with ... Cloudflight

In conversation with ... Infineon

Im Gespräch mit ... Vresh GmbH

In conversation with ... RUBBLE MASTER

In conversation with ... Siemens Energy

In conversation with ... Haribo

In conversation with ... MIC

In conversation with ... Plasser & Theurer

In conversation with ... Primetals

In conversation with ... SMEC

In conversation with ... SEA.AI

In conversation with ... LAT-Nitrogen

Strategic measures

Developing a shared narrative

A clear, easily understandable brand is established as a binding foundation. Objective: to forge closer links between economic policy, brand strategy and communication.

Further development of the brand strategy (in line with the economic programme)
Sharpening the economic narrative through targeted campaigns
Developing key future themes (innovation, clean technologies, industrial intelligence and Al) as a guiding principle for communication
Development and implementation of a multilingual - at the very least English - modern location marketing strategy that positions Linz internationally as an attractive location for business, research and living

Highlighting economic strength

The site's industrial and technological expertise is being promoted more effectively and is gaining greater international visibility.

Further developing 'Made in Linz'
Using the Start-up Guide as an international campaign
Participation in international and national networks and awards, such as iCapital, Innovation in Politics, ECoD (European Capital of Democracy), the Austrian Public Administration Award, and similar initiatives.
Communicate innovation and industry topics more effectively, for example in high-traffic locations such as Linz Central Station
Development of a clear communication strategy for industrial intelligence and clean technologies
Fostering values such as a forward-looking attitude and courage, as weil as a culture of working together to get things done

Strengthening location identification

A strong location brand is built on a sense of identification from within. Objective: To involve the business community, the public and institutions more closely.

Align the corporate identity with other municipal organisations
Present and position corporate hubs as tangible beacons of innovation (e. g. Tabakfabrik)
Expand networked communication in collaboration with industry, start-ups, the retail sector, SMEs and key stakeholders (e. g. JKU Linz, Linz Tourist Board, etc.)
Work together more closely with the Linz Tourist Board (Linzfluencer), stakeholders from the business sector (DIGITAL MILE, etc.) and universities and universities of applied sciences
Provide media kits and information packs
Provide digital marketing kits
Provide appropriate packages for international companies that represent Linz abroad and those that promote themselves abroad
Create standardised packs for company visits
Develop a supporting programme for international delegations
Develop initiatives and projects with stakeholders from the business sector that also generate benefits for civil society
Participate in conferences and trade fairs to promote the region as a business location (in cooperation with the Austrian Business Agency)

Snapshot summary: A clearly positioned business location boosts investment decisions, the recruitment of skilled workers and a sense of belonging. Linz can combine its industrial strength, innovative dynamism and courage to embrace new concepts into a coherent narrative about the business location. When economic reality and how it is communicated align, trust is built - and trust is a key location factor.

Disclaimer: English content translated with AI assistance.

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