This integrated campaign centred around the development of 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 and it was in this spirit that 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 against each other 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, tasting an authentic ‘Vesper’ food platter, and indulging in Black Forest wines.
Their live-coverage of the event on their social media channels, and later on their blogs, directed their followers to the campaign and the winning influencer team is set to travel to the Black Forest later this year to generate additional coverage and amplifying the campaign further. The integrated campaign continues to run throughout 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 is set to continue throughout 2018 with additional social media, email, TV, and media elements.
collab-ed’s outstanding organisation and support make them a pleasure to work with. Their creative ideas and professional manner led to our event being a huge success with impressive reach.
Stefanie Hassler - Marketing International, Black Forest Tourism
Visit Black Forest
Facebook Smart Hub
launched April 2018
A qualified launch reach
audience of almost 0.5 million
to follow early 2019