„Wir machen Urlaub!“
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
What would Bavaria look like without the people who work in tourism? The image campaign "Wir machen Urlaub" is dedicated to this question and puts so-called "Urlaubsmacher" („holiday makers“) in the spotlight. Under the motto "Ohne Dich" („without you“), the campaign expresses gratitude for their work. Using cross-media marketing measures, it aims to show Bavarians that tourism is an important economic factor, a guarantee for a high quality of life and an attractive employer. Photocredit: © erlebe.bayern.
The Jury‘s Statement
With the image campaign "We go on holiday", Bayern Tourismus Marketing has succeeded in impressively highlighting the important role of employees in tourism - and increasing social appreciation for this professional group. Under the motto "Without you", the so-called "holiday makers" take centre stage. And with a twinkle in the eye, it shows how unexciting life would be without them. The cross-media marketing measures not only emphasise the importance of tourism as an economic factor and guarantor of quality of life, but also increase its attractiveness as an employer. A likeable and effective campaign that achieves several goals at once.
