Germany and Busfan, in search of UNESCO World Heritage
The German National Tourist Board and the Coach Federation FBAA (Busfan) decided to jointly promote UNESCO World Heritage Sites in Germany. There are no fewer than 51 UNESCO World Heritage sites to discover and what better way to do this than in a more sustainable way. More conscious travel is undoubtedly on the rise again. Did you know that a traveling by bus combines sustainability and great comfort?
Thx.agency was selected for a campaign to promote the heritage and concept of coach holidays. Together we went on a trip to Saxony, the start of a journey full of video stories, podcasts and inspiring content.
National media campaign
A bus trip to Saxony became the perfect opportunity to create lots of inspiring content. We went to Chemnitz, Dresden, Görlitz, Kromlau-Muskau and the Ore Mountains. Each location to be presented in the campaign using short video fragments, a podcast and appealing images. The whole journey and experience was presented on a specially developped landing page on the Busfan website. Here we did not only focus on inspiration but added matching offer of coach companies in order to make the step between inspiration and reservation as short as possible.
We opted for an online promotional campaign in which the stories were presented using:
Short form video within the DPG and Rossel channels (biggest media groups in Belgium)
Native articles on newspaper websites HLN.be and 7sur7.be
An online marketing campaign via Facebook and Instagram
An story with podcast via travel website June.be
Online campaign DTZ and Busfan
Motivating Belgians to travel to the UNESCO World Heritage Sites in Germany and so in a more a sustainable way. That was the aim of the campaign. With 3.6 million impressions, 2.3 million video views and 15,000 clicks to the landing page, we managed to put the advantages of a bus holiday in the spotlights and succeeded in surprising many holidaymakers about what Germany has to offer as a destination. Mission achieved!