Goals and objectives
The overall mission of this campaign was to put UNESCO heritage sights in Germany on the internal travel map of the modern traveler.
UNESCO is by default historic and therefore the aim was to create a campaign that through a contemporary focus and interesting personalities with a deep knowledge of both Germany and the historic influence of the country, would make UNESCO relevant as a compass for modern travelers.
First step was to identify Danish personalities with either roots in Germany or deep knowledge of current German affairs in order to create a line between the historic influence of the country, contemporary issues and UNESCO heritage sites that are worth traveling for. Current German affairs and contemporary issues are an important part of getting the target audience interested in UNESCO and Germany as a travel destination, especially when keeping in mind the digital and news oriented media outlet, Berlingske.dk, chosen for the campaign. A focus, not only on UNESCO and Germany as a travel destination, but also on Germany’s influence on Danish culture, politics etc. is also a way of lifting the campaign from purely advertorial to being in line with the editorial content on Berlingske.dk thus making it native advertising.
Client: Tyskland Rejselandet (Germany Travels) and partners
Media partner: Berlingske Media