WilderSüden
Purpose Lab developed the WilderSüden campaign for the German region of Baden-Wüerttemberg, which puts the sustainable and 'wild' south of Germany on the map.
BACKGROUND
Baden-Wuerttemberg 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-Wuerttemberg is focusing on nature lovers, food maniacs and people interested in culture from Holland and other countries. Sustainable tourism is an important pillar.
APPROACH
Purpose Lab developed the WilderSüden campaign for the Dutch market in 2020. The strategy is being rolled out in collaboration with our network of media and brands. Bringing attention to the diversity of this area and reaching the conscious and enterprising traveler are central key points. The activity calendar consists of a launch campaign with press release, newsletters and social media, an experiencial trip for media, various online campaigns with leading travel blogs and platforms and offline campaigns with Lonely Planet.
RESULT
The activities within the campaign were kicked off pre-corona with a launch campaign. During corona, the destination remained top of mind thanks to webinars for media and the seeding of the landing page 'DreamNowVisitlLater'. In the autumn, the experiencial trip for media and various campaigns will resume, among other things.
