Until the end of the year, the German National Tourist Board (GNTB) will be using its online and social media channels to promote specific travel packages, events and other tourism offerings from all 16 federal states in its Travel Tips as part of an additional international marketing campaign called ‘Germany – simply inspiring’.
The GNTB is kicking off the campaign in close cooperation with the regional marketing organisations to give additional impetus to demand for holidays in Germany.
As Petra Hedorfer, Chief Executive Officer of the GNTB, explains: “As a brand, Destination Germany is very well positioned in the global market. The difficult conditions for incoming tourism in 2016 – including economic factors, such as Brexit and financial crises in important source markets, and security concerns, such as the fear of terrorist attacks – will continue to play a role in source markets in 2017. That’s why we want to communicate the undiminished appeal of Germany as a travel destination more strongly, using engaging travel tips that provide potential holidaymakers with even more reasons to visit.”
The overarching campaign story ‘Inspiration is here’ showcases the variety that Destination Germany has to offer, for instance in various themed videos and in posts and adverts on social media. Themes such as ‘Food and drink’, ‘Castles, palaces, parks and gardens’, ‘Music and shows’ and ‘Traditions and customs’ are brought to life through authentic content featuring real people and real moments that inspire and amaze. The slogan of the campaign is: ‘Germany – simply inspiring.’
The global campaign will enjoy extensive coverage with two major media offensives in the second and third quarter of 2017. To begin with, the campaign will focus on the top ten markets for Germany’s inbound tourism: namely, the Netherlands, Switzerland, the USA, the UK, Austria, Italy, France, Denmark, Belgium and Spain.
The diversity of the tourism offering is also reflected in the range of media formats used. There will be themed videos on Facebook and Instagram, promotional videos on Facebook and YouTube, as well as canvas and carousel adverts highlighting the campaign theme.
Transport and hotel partners throughout Germany are getting involved by featuring their own content as a means of boosting the campaign’s impact, creating a more effective call to action and adding additional value for end customers.