Published on : Thursday, January 16, 2014
Destination Germany is internationally renowned for its cultural and natural attractions and gives travelers from all over the world a whole host of reasons for visiting. To increase public awareness of these attractions on a global level, the German National Tourist Board (GNTB) is making Germany’s 38 UNESCO World Heritage sites the focus of its marketing activities in 2014. It will be working together with the German Commission for UNESCO and the German UNESCO World Heritage Sites Association to promote this theme under the banner ‘UNESCO World Heritage – Sustainable cultural and natural tourism’. “Through a comprehensive program of sales and marketing activities and through the resulting multiplier effects, we expect to reach more than 700 million contacts with our UNESCO campaign in 2014,” says Petra Hedorfer, Chief Executive Officer of the GNTB.
PR and marketing activities for the 2014 theme
Within the scope of its sales and marketing activities, the GNTB will target top international media, key market players, the travel industry and the travelling public using all online and offline media channels. The GNTB is planning a wide range of activities to raise the level of awareness of Germany’s World Heritage sites in the global media, including 30 press conferences, PR events and press highlight tours. Extensive information on the importance of the UNESCO World Heritage sites in Germany, including photographs, will also be available in 30 languages at the GNTB’s press center at www.germany.travel/presse. A high-quality cultural travel brochure and a culture insert in high-circulation daily newspapers, specialist magazines and lifestyle media will be used to target consumers internationally. The GNTB will also be promoting the theme through cross-media marketing campaigns. The central online platform is the GNTB’s website, which features in-depth content on Germany’s World Heritage sites at www.germany.travel/unesco2014. Like much of the website, this information is available in 30 languages.
Special website and apps for the 2014 theme
The GNTB’s specially developed microsite at www.germany.travel/unesco gives users access to a picture gallery of all the UNESCO sites, an interactive map, the GNTB’s Instagram feed, event listings and market-specific campaigns. The site, which has been optimized for smartphones and tablets, also links directly to the interactive travel guide ‘Everplaces’ and to the accompanying ‘Welterbe’ (world heritage) app, which is available for Apple and Android devices. With this app, users can discover, for example, the eight regional UNESCO routes within Germany.
Targeting specific groups through social media activities
There are also plans for social media activities in the relevant source markets as part of the UNESCO marketing campaign. In the first half of 2014, the GNTB will be running one of its key social media initiatives, a Facebook competition inviting people to travel through time in Germany. The GNTB has developed its own Facebook app especially for the campaign. It enables Facebook users to create their own journey through time around the UNESCO sites, giving them the chance to win trips along the UNESCO routes and to the individual attractions.