Marketing coup or fleeting glory? How the “City Star” Ferris wheel shaped Ludwigsburg. Archive image: LB24
Von Ayhan Gunes
LUDWIGBURG – For half a year, the “City Star” Ferris wheel dominated the cityscape of Ludwigsburg – like a silent giant that allowed the view to wander over the castle, baroque gardens and the busy streets. On Sunday, September 8, it made its last rounds. More than 150,000 people experienced the city from a lofty height. But now that the giant is being dismantled, the question remains: Did Ludwigsburg only briefly turn the heads of visitors with this eye-catcher, or is there a lasting success for the economy and city marketing behind it?
An attraction with far-reaching impact
For Elmar Kunz, deputy managing director of Tourism & Events Ludwigsburg, the Ferris wheel was much more than just an impressive eye-catcher. “The Ferris wheel not only served as a visitor magnet, but also had enormous value, especially in the area of marketing. It was used intensively to present Ludwigsburg from a unique perspective – whether for tour operators, conference decision-makers or bloggers,” Kunz told Ludwigsburg24.
According to Kunz, this marketing effect should not be underestimated. “The value of this visibility is in the high six-figure range because the Ferris wheel was marketed as part of a comprehensive experience.” Especially in combination with the castle, the Blooming Baroque and other events such as the Venetian Fair, the Ferris wheel has made a decisive contribution to positioning Ludwigsburg as an attractive destination.
Synergies with other attractions
Even though there are no concrete sales figures from the retail or catering sectors, Kunz emphasizes the strong synergy effects of the Ferris wheel. “Visitors who came to Ludwigsburg for events such as the Weinlaube or the horse market often also used the Ferris wheel – and vice versa.” In particular, the combination ticket, which allowed access to the Ferris wheel, the castle and the Blooming Baroque, motivated many visitors to explore more of the city.
The role of the Ferris wheel as a complement to existing attractions is crucial to rounding off the city’s overall offering. “The Ferris wheel alone may not be the only reason to come to Ludwigsburg. But in conjunction with the other attractions, it enriches the visitors’ stay and creates unforgettable moments,” explains Kunz.
Influence on overnight stays: One building block among many
While the Ferris wheel alone did not serve as an incentive for overnight stays, Kunz still sees a positive effect on tourism. “Many business travelers and conference guests used the Ferris wheel to get to know Ludwigsburg from above in their free time. It is an additional offer that made staying in the city even more attractive.” Since business travelers make up the largest share of overnight stays in Ludwigsburg (around 75%), the Ferris wheel was an interesting addition for this target group.
Image gain and location attractiveness
According to Kunz, a particularly valuable aspect of the Ferris wheel was its prominent location. “The Ferris wheel was visible from the highway and gave the Ludwigsburg skyline a temporary postcard motif.” The presence on social media, where many visitors shared their experiences, was an invaluable marketing factor. “These images create enormous marketing value that goes far beyond the purely economic effect.”
Ultimately, Kunz sees the “City Star” as an important element that contributed to Ludwigsburg’s attractiveness. “It was more than just a temporary attraction. It helped us to present the city in a new light and to anchor it in the minds of visitors for the long term.”
Conclusion: Sustainable added value for Ludwigsburg
The “City Star” Ferris wheel was not only a highlight for visitors, but also a strong marketing factor that strengthened Ludwigsburg as an attractive destination. By linking it with other attractions and events, it has made a significant contribution to promoting the city’s image. While concrete economic figures are difficult to measure, the long-term effect on the image and attractiveness of the location remains undisputed.
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