Quality tourism
For the German region Baden-Württemberg Purpose Lab is stimulating the arrival of responsible tourists and nature lovers from the Dutch market.
BACKGROUND
Baden-Württemberg lies in the southwest of Germany and has rough nature, mediterranean influence, relaxed atmosphere, beautiful cities and a lot of culinary, architectural and historical places. The region is by one’s own account The sunny side of Germany and does things just a little different than the rest of Germany. Baden-Württemberg is focusing on nature lovers, food maniacs and people interested in culture from Holland and other countries.
APPROACH
Purpose Lab is working for for Baden-Württemberg as a representative in the Dutch market. The Lab developed a strategy for 2019 focused on attracting quality tourism and implements this together with the media from their network. There will be a content strategy with press statements, newsletters and social media during the year. Also there is going to be a media trip for journalists in the theme of Recharging in nature of BaWu to reach the nature lovers that are looking for depth and authenticity. The Eastern Swabian Alps are highlighted in an inline campaign – an integration of online, offline & social – with travel magazine Lonely Planet. Niche themes like 100 years of Bauhaus, castles and local outdoor activities will be put on the map through media trips and personal content collaborations with bloggers and journalists.
RESULT
The activities for Baden-Württemberg are executed dispersed over 2019. The most important goal - to create authentic publicity that shows the diversity of the region - has been amply achieved with favourable publications by, among others, Metro, ModerneHippies and VRIJ Magazine.
