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Visit Black Forest

Social Media: Influencer | Experiential | Social Media | TV | Media

Client: Black Forest Tourism & Partners

Year: 2018

After developing a sustainable UK marketing strategy for 2018 in order to raise the profile of the Black Forest amongst UK travellers, a year-long integrated campaign kicked-off with an influencer launch event and continued throughout 2018 with additional social media, TV, and media elements.

This integrated campaign centred around a new Facebook Smart Hub, an evolution of the standard Facebook page, capable of hosting a wide variety of information via content such as: blog posts, infographics, videos, historic milestones, an event calendar, iconic imagery, and tips – all in one unified place.

The campaign call-to-action ‘Visit Black Forest – there’s so much more than gateau…’ was a creative way to engage the UK audience around something they’re familiar with. In this spirit, the Visit Black Forest Bake Off served as the official kick-off to the year-long integrated campaign as well as the launch of the @VisitBlackForest Facebook Smart Hub. A carefully selected group of influencers from travel, family, adventure, and food backgrounds were invited to battle it out to bake the best traditional German Black Forest Gateau under the eagle-eye of a Black Forest chef – all whilst learning more about this beautiful region in the southwest of Germany.

Holidaymakers visiting the @VisitBlackForest Facebook Smart Hub would not only see a ‘traditional’ news feed but could visit a platform that served as an informative ‘virtual tourism office’ where they would find trip itineraries and handy tips for Black Forest adventures, effectively replacing the need for an English-language Black Forest website. Further digital and print media as well as TV broadcasting elements continued to increase awareness of the Black Forest region throughout 2018.

Qualified launch reach audience
of 1/2 million+

Audience growth of Facebook
Smart Hub from launch to nearly
2,000 fans

Total reach of over 2.5 million
within the first year