Key FAQs about IGL

IGL stands for personalised support, a high degree of flexibility and in-depth expertise in tourism marketing. As a family-run business, we place great emphasis on tailored advice, swift decision-making and solutions that are tailored to the needs of our clients and their markets. Our strength lies in the combination of experience, specialisation and broad network across key tourism markets.

IGL focuses on bespoke solutions rather than rigid standard packages. Every campaign is tailored to the specific product, the target audience, the source markets and the communication objectives. It is precisely this flexibility that offers a key advantage when it comes to marketing tourism products in a targeted and effective manner.

With 60 years of experience, IGL Werbedienst is a specialist media agency based in Salzburg.
We support international tourism companies and destinations in positioning their offerings effectively within relevant markets. From traditional print advertising and online marketing to cross-media campaigns and AI support. We provide consultancy, media planning, strategic positioning and the implementation of suitable advertising solutions for hotels, regions and destinations, campsites and other tourism offerings.

IGL is the ideal partner for businesses and organisations in the tourism sector that wish to reach their target audience precisely and effectively. This includes, in particular, destinations, regions, hotels, campsites and other businesses in the independent travel sector. IGL excels wherever bespoke media planning, country-specific expertise and targeted communication are required.

IGL offers a wide range of advertising formats for tourism marketing: traditional print adverts, travel features and sponsored articles, single-topic special editions, online campaigns, keyword marketing, banner adverts, email marketing, native ads, online advertorials, video and audio campaigns, as well as cross-media campaigns across multiple channels. With our new focus on artificial intelligence, we help companies to make targeted use of the opportunities offered by AI for their positioning, communication and advertising.

Print campaigns rely on traditional media such as magazines, specialist publications and camping guides, and are particularly well-suited to high-quality, credible placements that resonate with the target audience.

Online campaigns enable flexible, data-driven targeting via digital channels and can be continuously optimised.

Cross-media campaigns combine multiple media formats to increase reach, brand recognition and impact across various touchpoints. IGL deliberately focuses on the effective combination of channels rather than isolated individual measures.

IGL has a network and partner structures in 15 European countries. In the camping sector in particular, IGL acts as the general representative for leading camping organisations in these markets and is authorized to handle business not only for Austrian clients, but also for Italian, Croatian, Slovenian and Bavarian clients.

Furthermore, country-specific information, travel reports and market trends are incorportated into media planning so that campaigns can be tailored to travel behaviour, source markets and current development.

IGL offers both, traditional print and digigal advertising options for campsites and camping regions. These include advertisements in leading camping guides, placements in specialist publications, an online presence on camping platforms, cross-media packages und special advertising formats. Thanks to long-standing partnerships with leading publishers and camping media such as the ADAC, ANWB, DCU and TCS, key core markets can be targeted effectively with minimal wastage.

IGL offers advertising opportunities across a wide range of established camping media and platforms, including ADAC, PiNCAMP, ANWB, DCC, DCU, TCS, ECC, Alan Rogers and other national and international publications. Depending on the target market and audience, IGL recommends the most suitable media and, on request, combines print and online placements to create a coordinated campaign.

We begin with a thorough preliminary discussion in which clear objectives are set. On this basis, IGL develops a bespoke campaign and oversees the entire process, from the initial briefing through media planning and creative development to implementation. Throughout the campaign, we provide regular progress reports, carry out ongoing optimisations, and deliver a final report once the campaign has concluded.

To provide you with a suitable quote, it is particularly helpful to have the key details of your project: the product or business being promoted, the target audience, the desired markets or countries, the campaign objective, the planned timeframe and available budget. The clearer the target audience is, whether in terms of reach, enquiries, bookings or brand building, the more precisely IGL can develop the appropriate media recommendations and campaign solutions.

Yes, according to IGL, online marketing initiatives in particular can be implemented effectively even on a modest budget. Compared to large-scale cross-media campaigns, digital initiatives offer a cost-effective starting point and can be scaled flexibly. This means that a targeted tourism campaign can be launched even with a modest budget.

Yes, IGL provides regular process reports throughout the campaign. Once the booking services have been completed, a final report is provided. Furthermore, for longer campaigns, the ongoing optimisation of advertising measures is standard practice, ensuring that these can be continuously improved.

You can submit a non-binding enquiry directly via e-mail or by phone. The office is located in the heart of Salzburg and we are opened Monday to Thursday from 8.00 am to 5.00 pm and Friday from 8.00 am to 2.00 pm

IGL helps tourism businesses reach precisely those target groups that are relevant to their offering. Depending on the product, region and campaign objective, it is possible, for example, to specifically target families, outdoor enthusiasts, active sports enthusiasts, wellness holidaymakers, campers or special-interest groups. By selecting the right media and environments, the advertising message is placed exactly where it has the greatest impact.

Yes, selecting the right medium at the right time is one of IGL’s core services. Based on the target audience, target market, offering and campaign objectives, IGL develops a bespoke media plan and recommends the print, online or cross-media channels that best suit the specific task at hand.

IGL expressly emphasises that bespoke solutions and tailor-made special features are among the company’s strengths. These include single-theme special editions, dedicated editorial sections, bespoke advertising formats and creative solutions that showcase a brand, region or tourist offering in a particularly eye-catching way.

Yes, IGL works with national and international media and has strong partnerships in 15 European countries, particularly within the camping sector. This enables campaigns to be planned and implemented not only for a single source market, but also across multiple countries.

The earlier a campaign is commissioned, the better the objectives, media selection, design and timing can be coordinated. As IGL places great emphasis on bespoke solutions, thorough preliminary discussions and strategic planning, it makes sense to start the planning phase as early as possible. This applies in particular to print products, seasonal tourism campaigns and cross-border initiatives. It is also important to bear in mind that each source market has its own distinct phases for inspiration, information gathering and booking. Whilst, for example, Dutch guests often plan und book their holidays very early on, German holidaymakers frequently make their decisions later. To reach markets at the right time with the appropriate message, early and target-market-oriented campaign planning is therefore recommended.

Cross-media campaigns combine multiple channels, thereby increasing reach, brand recognition and impact, and thus boosting the overall advertising impact. IGL uses cross-media communication as a targeted combination as a targeted combination of various media tools to achieve a comprehensive market presence with clearly defined target groups. This enables brands and destinations to be promoted across multiple touchpoints.

IGL also supports tourism businesses and destinations in the field of artificial intelligence. This ranges from strategic assessment and the selection of suitable AI tools to concrete solutions for marketing, communication and advertising. The aim is to make AI understandable, practical and usable, and to leverage it as a competitive advantage in the tourism sector.

You can easily contact IGL Werbedienst via the contact form, by phone or by email. This allows us to process your enquiry quickly and discuss the next steps with you.

Yes, personalised support is a key part of how we work. We place great importance on direct communication, personalised advice and short lines of communication, so that enquiries can be handled efficiently and with a personal touch.