Urlaub ist...
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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 visibility through real people. "Urlaub ist..." ("Holiday is...") anchors the brand in the personal holiday experiences of employees and the community, and carries these into a clearly directed interplay of posters and social media. The fact that the motifs were present in the respective home towns gives the brand idea a concrete place and fosters identification far beyond the individual touchpoint.
