The German National Tourist Board’s (GNTB) international communication campaign #DiscoverGermanyFromHome, which was launched to combat the COVID-19 pandemic, has been well received by the country’s 50 global source markets.
Since its launch on March 16, the campaign has reached an impressive 9.6 million users and generated over a million interactions. There have also been 19,000 contributions regarding the campaign on external channels, which have triggered 210,000 interactions. The overall sentiment for the new campaign is positive, with 94.4 per cent positive reactions.
#DiscoverGermanyFromHome initially aimed to provide inspiring and informative interactive content on 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, to inspire people to travel to Germany once it is safe.
A selection of 45-second-long films shed light on Germany’s wonderful nature, culture and much more, which can be viewed on the GNTB’s YouTube channel and the microsite.
The next step of campaign development includes an AI chatbot, providing the most current information on travel planning, travel modalities, legal aspects and tourism offers.
Enthusing on the campaign was CEO, GNTB, Petra Hedorfer: “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 information, we maintain active customer dialogue and contacts in the international travel industry. We are creating the basis today for launching successful recovery programs in the future,” Hedorfer added.
GNTB anticipates that recovery measures could begin in the second half of the year. Campaigns have been rescheduled and content is ready to be rolled out in accordance to market demands.