February 22, 2019
The German National Tourist Board works internationally to promote Germany, communicating the country’s diverse appeal to a worldwide market. One of their recent campaigns brought their mission to life with a fun, interactive hub, designed to engage travelers in key markets across Europe.
Their goal was to create awareness of Germany’s various regions with travelers from Great Britain, France, Spain, Italy and Denmark. They wanted to showcase Germany’s various regions in an innovative fashion without showing preference to any specific cities or states. Rather, they wanted potential travelers to be lead by their interests.
Our in-house creative agency, Creative Partnerships, developed a playful way to show visitors from these countries the wonders of Germany’s various regions. The solution, Travel Match, uses an interactive, user-driven “thumbs up/ thumbs down” photo voting experience that ultimately pairs site visitors with their perfect German location.
Once matched, visitors explore their perfect region through tailored galleries. They can browse information about local food, attractions, activities, and the unique culture of that part of Germany. Users can also click through to travel deals on their local Expedia sites, helping to drive conversion.
The campaign ran on Expedia.uk, Expedia.fr, Expedia.es, Expedia.it and Expedia.dk. Users were driven to the match hub through a mix of display advertising and social media. During the campaign site visitors were also able to enter their details for a chance to win a trip to a German city of their choice, including flights and three nights’ accommodation for them and a guest.
We were thrilled to work with the German National Tourist Board on such a dynamic campaign. If you went to ITB Berlin in early March, 2019, then you had the chance to hear directly from the German Tourism Board about this campaign as well as their campaigns that are currently in the works. Alexandra Brandau, Director, Media Management, for the German National Tourism Board, spoke on stage at our Insights Summit event on March 6. I joined Ms. Brandau as a speaker, as did my colleague Wendy Olson Killion. Additionally, Adel El Fakir, CEO of the Moroccan National Tourism Office and Anna Németh, Deputy CEO of Marketing and Sales at the Hungarian Tourism Agency also spoke.
Curious about creating dynamic marketing experiences? Learn more about how our Creative Partnerships produces world class campaigns.