To date, a lot of blood, sweat and tears have been shed by those responsible, explained the managing director of Nordseeheilbad Borkum GmbH, Göran Sell, at the beginning of the information event on the future marketing and communication concept of the island of Borkum at the beginning of the week.
He is therefore particularly pleased that so many interested people have found their way to the Kurhaus. “What does the guest expect” and “How can we position ourselves?” he asked the large group and went on to say that Borkum had to score points with quality and identity. In order to make the island “fit” for the next few years and in comparison to the Nordseeheilbad Borkum GmbH commissioned Martin Schobert (managing director of tourism design gmbH & co kg) and Hanns Haller to stand out from the crowd. “The island has something extraordinary, something unique,” said Martin Schobert, who has been in tourism for 22 years traveling in Germany and Austria. Together with his colleague Hanns Haller, he has been traveling in northern Germany for several years, particularly in Borkum, to create a new marketing strategy for the island. Schobert explained that it is extremely important to continually develop the “Borkum brand”. “We are Borkum,” he said enthusiastically and continued to speak of a “Borkum Spirit” that would connect and awaken life energy.
The core message is: “Breathe freedom”! When a guest comes to the island, they are surrounded by a feeling of “vastness and depth”. “The sea comes - the sea goes and at the same time intoxicates the senses and thus ensures a feeling of relaxation. It’s always about people,” Schobert announced. In order to be able to convey the “Borkum brand” even better in the future, it is not enough to simply develop a new logo. Here, colleague Hanns Haller asked all islanders and Borkum residents to transport the brand together. For the new logo, which has been presenting the “Borkum brand” since last week, the developers went back to the “soul of the whaler”. The whale can be found everywhere on the island. They took advantage of this and converted the WalFluke into a modern design. The experts also used a new, contemporary font and fresh colors to create the “Borkum brand logo”. Before the subsequent discussion began, Göran Sell spoke of an “impressive presentation” and emphasized that it was not just about a new logo, but about “feeling”.
Some viewers found the brand positioning “strong” and explained that it would make them want more, while others viewed the logo as “not successful”. At the same time as the new “Borkum brand”, the North Sea spa Bor-kum will only advertise the off-season times, as the high season is full and cannot tolerate more guests. Werner Tapper explained that it now takes the courage of all islanders to implement the “Borkum brand” together. The North Sea spa town of Borkum provided the framework, now it is up to the population to provide the content. Finally, Melanie Helms sent a personal wish to the people of Borkum. She explained that the repositioning and the logo should not be “torn up and destroyed” again on social networks.