Tag Archives: Destination Germany

The international communication campaign #DiscoverGermanyFromHome of the German National Tourist Board (GNTB) has been accepted with an unusually strong performance in the 50 source markets of German Incoming tourism worldwide. Since the ‘go-live’ on March 16, it has reached 9.6 million users via the GNTB’s channels and generated more than a million interactions. There are also 19,000 contributions about the campaign on external channels, which in turn triggered 210,000 interactions. The sentiment for the campaign is outstanding, with 94.4 percent positive reactions. In order to maintain the dialogue with the customers of tomorrow during the phase of the lockdown, the campaign initially aimed to provide inspiring, empathetic, and informative content, which could be played out interactive via the GNTB’s more than 30 social media channels. Since mid-April, a microsite has been supplementing the digital information offering with virtual experience formats for destinations in all 16 federal states, Spotify playlists, an interactive map, quizzes, and recipes – in short: everything that makes you want to travel to Germany. At this point, various 45 sec films complement the campaign covering nature, culture and more. The dreams of the diverse offerings of Germany as a travel destination can be seen on the GNTB’s YouTube channel and the microsite. In the next step, the GNTB expands the microsite with an AI chatbot. Potential visitors to Germany receive the most current information on travel planning, travel modalities, legal aspects, and tourism offers. “The established appeal of our ‘Destination Germany’ brand, combined with high flexibility in creating and implementing the campaign, as well as the multi-layered use of digital possibilities keeps the interest in the product alive – even in times of lockdown. With inspiration and …

German National Tourist Board (GNTB) brings together their ongoing marketing activities on all social media channels worldwide in a joined communication campaign – #DiscoverGermanyFromHome, amid the recent lockdown. The main goal is to create inspiring, emphatic and at the same time informative content in an engaging and interactive way and to communicate with tomorrow’s consumers. The campaign includes virtual experiences of the destinations in Germany in all of the 16 federal states. The campaign therefore invites consumers to experience destination-Germany virtually and furthermore strengthens the communication with potential future Germany visitors. Besides #DiscoverGermanyFromHome the campaign also uses the hashtags that are currently circulating such as #staysafe, #stayathome or #traveltomorrow. Petra Hedorfer, Chairwoman of the GNTB Executive Board, says, “With over 30 social media channels we are continuously trying to keep the interest in Destination Germany alive, inspiringly and informatively. Besides the direct consumer contact, we are also using our established online tools to maintain the active dialogue with our Germany tourism partners and the international tourism industry.” Due to the current situation the GNTB has postponed all planned market specific and worldwide marketing campaigns such as the start of the planned campaign ‘German Summer Cities’ and ‘#WanderlustGermany’ to the second half of the year. The preparations for the campaigns have been completed to the extent that the digital parts of the campaigns can start at the flick of a switch.