Germany - The subject of the contract is the implementation of a social media campaign in fall 2024,

Description

The subject of the contract is the implementation of a social media campaign in the fall of 2024, the aim of which is to inspire the target groups of the destination "das Lahntal" in the relevant source markets to travel to the Lahntal; Service description social media campaign; START SITUATION:; The subject of the contract is the implementation of a social media campaign in the fall of 2024, the aim of which is to inspire the target groups of the destination "das Lahntal" in the relevant source markets to travel to the Lahntal. The focus of the content presented is on the Rhineland-Palatinate part of the destination "das Lahntal"; the social media campaign is to be integrated into the existing annual tourism campaign of Rheinland-Pfalz Tourismus GmbH (RPT) under "Rheinland-Pfalz.Gold" and extend the state tourism campaign. The tourism brand promise "Your Golden Time" promises travelers unique moments. The 2024 annual tourism campaign of Rheinland-Pfalz Tourismus GmbH clearly focuses on these travel occasions and the emotional momentum of the local experience in the regions. With this in mind, the RPT campaign presents the special moments that make up the traveler's experience and make them forget time in the traditional sense. The overarching campaign narrative of the RPT is therefore: "Miss life in moments". It does not appear in the wording, but is translated via suitable content, the so-called golden moments, and inspiring motifs and texts; the content, linguistic and visual guidelines for the annual tourism campaign are presented in the RPT campaign manual, which can be downloaded here (link in PDF).COMMUNICATION OBJECTIVES:; Increasing awareness of the Lahntal vacation region among the core target groups (see below) in the relevant source markets (criterion: targeted reach); Inspiration for a visit to the Lahntal vacation region (criterion: link clicks); TARGET GROUPS AND SOURCE MARKETS:; The destination's source markets are in particular: Nielsen 2, 3a, possibly 3b; As part of an extensive target group process, the Lahntal Tourism Association and its members have agreed on two core target groups:; The active nature lovers (Bernd and Ulrike Blum); These middle-aged couples like to travel as a couple or with friends and family. They enjoy discovering beautiful landscapes together and value sustainable experiences. The Blums go on bike tours and hikes from one location. They prefer typical regional hotels and inns, attach importance to proximity to cycling and hiking trails and accessibility by public transport. In addition to excursions to cultural sights, you enjoy regional cuisine. Hospitality and joie de vivre are very important to them.??; The city connoisseurs (Christiane and Matthias Urban); These couples travel without children and enjoy the culture and beauty of the cities on their vacation. They visit cultural and culinary attractions and events, love lifestyle and want to treat themselves to something good. They appreciate art and culture, high-quality gastronomy and wine experiences in an exclusive ambience with top service. Christiane and Matthias Urban enjoy visiting modern winegrowers and shopping in individual stores. Wellness and relaxation also play an important role in their vacation; extensive factsheets on the target groups are available and can be downloaded here (link in PDF).; CAMPAIGN FRAMEWORK CONDITIONS (MINIMUM REQUIREMENTS):; Emotionally charged communication of the relevant fascination areas of hiking, cycling and city and cultural experiences in the Lahntal vacation region; Use of the hashtags #IamLahntaler, #SoschmecktdasLahntal; The marketing campaign should consist of 1\/3 budget shares from Google Ads and 2\/3 budget shares from creative (innovative) social media measures on Facebook and Instagram channels.;... (The text has been cut off. You can find the entire text in the PDF file)

Opportunity closing date

20 September 2024

Value of contract

to be confirmed