WAGRAIN-KLEINARL TOURISMUS / WAGRAIN-KLEINARL TOURISMUS / 2022
Why is this work relevant for Titanium?
Our Youtube series "The Makers of Feeling@Holiday" breaks completely new ground in terms of marketing a tourist region.
You spend your vacation in a real place with real people, real experiences and real encounters. These count, these encounters with nature and people are what make the vacation unforgettable and only this way the sense of holiday spreads.
Our Youtube series achieves such encounters. Unadulterated, unvarnished, pure and very direct. No artificially staged marketing world.
While watching the videos, you get the sensation of being on vacation for these few moments.... in the digital destination Wagrain-Kleinarl
Wagrain-Kleinarl is a small alpine destination like thousands of others. We offer the same as any other destination in the Alps, so we do not differentiate ourselves.
What makes us special is the way we are and the kind of encounter between guests and locals. One feels really well received as a member of the locals right from the start.
That's why we focus on the people, they are the ones who give the place its distinctive character. This breaks the taboos of tourism advertising.
This is breaking the taboos of tourism advertising. Usually the genuine is hidden behind embellished advertising worlds. But we focus on the real people, their attitudes and values. In this way, we create a real encounter for the duration of the film. A relationship develops, a kindred spirit with the local in the film, with the destination. A few moments you feel yourself on holiday.
Describe the creative idea
The cinematic encounter with the real people who live here and who the guest can also run into on site at any time creates a true feeling of being on vacation in Wagrain-Kleinarl. That's how it really is here! The result is trust - the highest currency that exists in the digital world. The trust that this is really what it's like here!
Apart from the high number of views and the increased interest in our region, these videos have a strong effect on the people in the region. They hold a mirror up to people's faces and at the same time encourage them to pursue new, sustainable paths in tourism.
As I said, with the films we are breaking all the taboos of tourism advertising, thus taking completely new directions in marketing and will continue to do so.
We are not preventing anyone from doing the same.
Describe the strategy
The target group is well-off families in the metropolitan areas of Vienna, Munich and Berlin.
Vacations - especially for families - tend to cost quite a fair bit. Winter vacations in the Alps in particular have become expensive.
We want to tap into a new, sharpened target group: People who value quality, unspoiled nature, people who want to feel at home, only better!
We address people to whom it is essential to switch off, to regenerate and recuperate.
We act human-centered. We like real encounters. We are less fond of show-offs.
We are the wrong destination for all those who expect après-ski, lederhosen parades or a catwalk for their own ego. In the same way, we are not a superlative destination. We are not the greatest, not the best. We are, as we are and everyone can be with us, as she or he is. Here you are human!
Describe the execution
A social media campaign focused on a very narrow target group and featuring very short, irritating and provocative clips from the YouTube films draws attention to the videos. Each social media clip links to the corresponding film.
With campaign launch on 10/01/2021, we started online with the first season of the series featuring: Anja (bed & breakfast), Markus (Snow Groomer Operator), Mario (Krampus Mask carver), Sepp (Ski Bus Driver), Bernhard (Alpaka Farmer), Markus (Cheesemaker, Organic Farmer), Alois (Mountain hut host).
The 2nd season will go online at the end of March, featuring Michaela (Innkeeper), Johanna (Florist), Christine (forest pedagogue), Gerhard (Firefighter), Rupert (Brass player), Norbert sen. & Norbert jun. (alpine pasture farming), Hans-Peter (Shop-Keeper).
Geographically, the campaign is focused on Vienna. From March, Munich and Berlin will be added.
List the results
The first season got over half a million views of longer than 30 seconds within the first two months.
During this period, more than 60000 clicks were taken from the Youtube campaign to our booking site.
Yes, there were more bookings this winter coming from the regions where the campaign was played out. Anyone who claims to know for a fact that this increase in bookings is due to the campaign is lying. Such a conclusion is simply unrealistic!
Within the destination, the campaign moves many stakeholders to think and act in a more sustainable and value-oriented way.
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