Relaunching of Texas on the German market
Challenge:
To raise awareness of the destination which is known by name, but not by content
To position Texas aggressively to the German-speaking market
To create a campaign with a leading tour operator that would showcase Texas both to consumers and the travel trade
To produce a campaign concept that would provide visual stimulation and showcase the diversity of product
To produce a campaign that was a call to action and measureable
Generate coverage in all type of consumer media in Germany through destination, cultural and activities (focusing on all the destination’s themes and angles)
Generate coverage in German trade publications (press and online) through destination information (hotels, developments, DMCs, etc) and presence on fairs like ITB and IMEX
Strategy:
Launch the brand that would create a compelling presence in the consumer’s mind
Develop partnership components to generate a positive response/purchase
Position the brand in conjunction with a primary distribution partnerMedia receptions, media dinner in Munich
Measures:
E-mail blasts
Development of promotion material for travel agencies/ advertising material for their shop windows
Sales & marketing calls and visits
Presence on main travel and Mice fairs in Germany (ITB and IMEX)
One to one interviews with the Directors of the Local Tourist Boards (Dallas, Houston, Texas in general) during fairs with trade media
Regular communication with the press with press release
Press partnerships with airlines & Tour Ops for individual and group press trips.
Over 20 journalists/photographer or cameramen sent to Texas every year on group press trips and individual press trips
Development of cross-industry promotions like “Bonduelle” producing a new vegetable mix called “Texas” mix
Results:
Bookings increased by 140 %
A 55 % growth in revenue for the summer 2009
Exposure in leading German media (press, radio, online and TV – trade and consumer) with a price-value relationship of 1:500.
That means: Each Euro spend in PR received and outcome of 100 Euro value.
To raise awareness of the destination which is known by name, but not by content
To position Texas aggressively to the German-speaking market
To create a campaign with a leading tour operator that would showcase Texas both to consumers and the travel trade
To produce a campaign concept that would provide visual stimulation and showcase the diversity of product
To produce a campaign that was a call to action and measureable
Generate coverage in all type of consumer media in Germany through destination, cultural and activities (focusing on all the destination’s themes and angles)
Generate coverage in German trade publications (press and online) through destination information (hotels, developments, DMCs, etc) and presence on fairs like ITB and IMEX
Strategy:
Launch the brand that would create a compelling presence in the consumer’s mind
Develop partnership components to generate a positive response/purchase
Position the brand in conjunction with a primary distribution partnerMedia receptions, media dinner in Munich
Measures:
E-mail blasts
Development of promotion material for travel agencies/ advertising material for their shop windows
Sales & marketing calls and visits
Presence on main travel and Mice fairs in Germany (ITB and IMEX)
One to one interviews with the Directors of the Local Tourist Boards (Dallas, Houston, Texas in general) during fairs with trade media
Regular communication with the press with press release
Press partnerships with airlines & Tour Ops for individual and group press trips.
Over 20 journalists/photographer or cameramen sent to Texas every year on group press trips and individual press trips
Development of cross-industry promotions like “Bonduelle” producing a new vegetable mix called “Texas” mix
Results:
Bookings increased by 140 %
A 55 % growth in revenue for the summer 2009
Exposure in leading German media (press, radio, online and TV – trade and consumer) with a price-value relationship of 1:500.
That means: Each Euro spend in PR received and outcome of 100 Euro value.
