Summer Surprise Tour for Eurowings & Düsseldorf Airport

How to make an impact with travel agents during the busy summer season?

In the summer months, the travel industry runs at full speed. For Eurowings and Düsseldorf Airport, this was the perfect opportunity to put their autumn offerings on the radar of travel advisors in the south of the Netherlands. But how do you stay top-of-mind with travel agents, especially during peak season when their schedules are packed? That’s the question they brought to us. The challenge: creating an initiative that is highly visible, yet doesn’t take up too much of the agents’ time.

Our approach

We developed an unexpected activation that was both lighthearted and memorable: a sales run visiting 64 travel agencies in cities such as Maastricht, Eindhoven, Den Bosch, Tilburg, and Breda. The idea? To treat travel agents to a small, surprising break during the hot, busy summer days, giving them a momentary escape from their daily routine.

With a Eurowings tray full of refreshing mocktails and summery goodies like beach balls and beach towels, our two hostesses delivered a short but impactful brand experience. As an extra touch, they left behind flyers to keep the brands top-of-mind even after the visit.

Follow-up: extending the campaign into autumn

As a follow-up, we launched an initiative where each visited travel agency would receive a set of five postcards in September, each featuring a different Eurowings destination from Düsseldorf Airport along with key USPs of both brands.

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The results

Results

64 travel agencies visited in 2 weeks
450 mocktails served
Strong brand visibility in Limburg and North Brabant
Media coverage via TravelPro

The reactions from the travel agents were unanimously positive: the unexpected nature of the activation was greatly appreciated. Thanks to the brief interactions, the visits never felt intrusive and the agents experienced them as a light, friendly touchpoint without any time pressure.

Media communicated based on their own experiences

Content creation trips

Creating content for our media campaigns, that became the approach to our first content creation trip. Editors from various media groups were sent to the island to experience the real Tenerife. Active tourism, the premium offer, gastronomy, it was all included in the trip. We brought them there so that they could experience for themselves how they could best convince their readers. The result? This is where true fans of the destination emerged.

Scroll through the mini website of DPG Meda
Discover the focus on luxury and wellness of Sabato
Look at the story created by So Soir

Hiking as main focus

Put on your hiking shoes, because the Canary Island is a real walking paradise. Not only Spain's highest mountain, the Teide, invites you to hike here. The green North and the laurel forests of Anaga or the black volcano and El Chinyero are all beautiful areas for fans of nature. We invited the walking federations from Flanders and the Netherlands to hike accross the island. It was the foundation for a broad collaboration with a special walking brochure distributed as an insert with their magazine, online native content and dedicated mailings and a distribution of the brochure at the Hiking and Biking Fair in Ghent.

Have a look at the hiking brochure

Influencers becoming ambassadors

Later in the year we organized a second content creation trip where we invited some strong influencer profiles to create content for us. They went kayaking, mountain biking, whale watching, visited the colonial towns and so much more. Immediately the basis for hundreds of photos, reels and strong video stories that will soon form the basis for our (online) campaigns in 2024.

Watch the active holidays video
Watch the premium holidays video