Beschreibung der Beschaffung
Content campaign:
— unique creative concept that ties all of the campaign elements together;
— content campaign with a premium contextually relevant travel publisher with a large reach and following in
the US Market;
— strong content presence on the publisher’s site, examples include a landing page or hub which would serve
as an engaging focal point amplification and promotion of content;
— campaign tactics and units should include at least some but are not limited to the following elements;
— ROS banners and video placements;
— custom content articles;
— high impact units and/or takeovers;
— dedicated E-Blast with article or content;
— any other custom unit that drives traffic and engagement.
Influencer campaign:
— travel influencers (minimum of two) with a strong engagement rate and following in the United States;
— the publisher will provide up to 5 influencers with KPIs and following for the GNTO to choose from;
— influencers must be on location in Germany for at least one day (per city/region) and create content for each
of the participating towns/regions. The influencers should be available for at least 7 days;
— the publisher is responsible for developing the travel itinerary, in accordance and with approval of the GNTO;
— the publisher is response for developing all travel elements including booking, executing and payment of all
travel components campaign optimisations and reporting;
— tactical optimisations should be made continuously to improve campaign performance throughout the
duration of the campaign;
— detailed reporting for both elements of the campaign should be provided no later than one month after the
campaign’s completion.
Goals:
— reach US travelers at the top of the customer funnel and place Germany in their travel consideration set;
— creatively implement and amplify the German.Local.Culture. campaign elements (content, points of interest,
banners, videos, and other assets);
— generate custom content based on campaign elements for the US Market to reach our target audience;
— drive users to engage with content (clicks, downloads, likes, comments, etc.);
— integrate local German partners in both the content and influencer aspects of the campaign according to their
investment strategy;
— develop a content campaign with focus on German.Local.Culture. and its four pillars flair, craft, taste, and
green in line with GNTB’s guidelines and targeting;
— amplification and promotion of generated content within and outside of the publishers site and/or platforms;
— incorporate an influencer campaign to generate and promote relevant content according to the pillars of the
German.Local.Culture. concept;
— strategic concept must include the participating German local partners.
Target group:
— affluent with min. USD 100 000 HHI, passport owners, sophisticated international travelers.
Etc.
KPIs:
— reach, Impressions;
— view-through rates (above industry standard);
— click-through rates (above industry standard);
— video-completion rate (above industry standard);
— engagement rate (above industry standard);
— open rate (above industry standard);
— dwell time (above industry standard).