51 UNESCO World Heritage Sites
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Credits
Company / Customer
Details
With the global campaign 51 UNESCO World Heritage Sites (2023), the GNTB is highlighting UNESCO World Heritage Sites and the natural beauty that surrounds them, promising travellers authentic experiences in the city and culture segment with side trips to the countryside. The central element is formed by 8 thematic routes along the World Heritage Sites. All relevant digital channels are integrated into the cross-media playout mix: Facebook, Instagram, YouTube, native advertising and SEA.
The Jury‘s Statement
With its global campaign "51 UNESCO World Heritage Sites", the German Centre for Tourism has created a digital ode to Germany’s cultural and natural diversity. Through the careful integration of thematic routes and a wide range of digital channels, the campaign succeeds in inspiring travelers worldwide for sustainable experiences. The impressive use of innovative formats such as AR filters and first-point-view drone shots highlights the campaign and underlines the demand for future-oriented and environmentally conscious brand communication. This strategic and creative approach to the digital transmission of cultural heritage brings a breath of fresh air to the tourism industry.
