The German National Tourist Office (GNTO) in Dubai kick started its annual worldwide marketing campaign – ‘German Summer Cities’ – with a brand activation event at City Walk Mall.
Joined by the campaign’s premium partner, Lufthansa Group, and UAE-based travel trade partner, Al Rais Travel, GNTO aimed to woo GCC travellers into choosing Germany as their preferred destination for their upcoming summer vacation. Mall visitors of all ages were offered a great mix of engaging activities, such as VR installations to provide travel inspiration, and in parallel, travel information and promotional packages prepared by Al Rais Travel company and Lufthansa Group.
The three-day event was designed to capture the essence and unique atmosphere of the many great German cities, home to incomparable culture, shopping, roof-top bars and fancy restaurants, as well as the many small historic towns with castles and parks in rural areas, nestled into scenic natural landscapes.
The multi-channel German Summer Cities campaign, which is being rolled out throughout the German National Tourist Board’s (GNTB) 31 offices around the world using the hashtag #GermanSummerStories, includes the pop-up event scheme in 14 key source markets and a wide range of PR activities.
The GCC is one of the top 15 source markets for Germany and the third largest non-European source market after China and the USA. In 2016, Germany ranked top among GCC travellers, even ahead of the UK, Turkey and France.