Urlaub ist...
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Storytelling and Content Marketing
Details
Our campaign ‘Vacation is...’ showcased authentic holiday moments. While e-commerce is growing rapidly, platforms are becoming increasingly anonymous and trust in the digital space is crucial, we want to consciously show that behind our brand are real people who love to travel. We published authentic holiday photos with personal messages from employees and the community on posters in their home towns, and extended the campaign online via social media. In this way, we strengthened brand loyalty, identification and community exchange sustainably.
The Jury‘s Statement
Where digital travel platforms often appear interchangeable and anonymous, Urlaubsguru opts for a personal presence. "Urlaub ist ..." ("Holiday is ...") anchors the brand in real holiday experiences shared by employees and the community, developing a narrative that begins in urban space and continues on social media. Posters in the respective home towns add biographical proximity rather than merely illustrating the content. This creates brand affinity not through claims, but through visibly shared experiences.
