The GNTB campaign theme 2015 The GNTB introduces the

The GNTB campaign theme 2015
The GNTB introduces the “German scenic routes” themed campaign
Frankfurt am Main, 10 December 2014 – There are around 150 scenic routes across the
regions in Germany, offering travellers the opportunity to discover the country according
to specific thematic aspects. Cultural, historical or architectural attractions are combined
with touristic routes, as are culinary regions or landscapes with scenes of natural beauty.
The German National Tourist Board will be advertising scenic routes in Germany in 2015
as part of their worldwide campaign to promote this important holiday segment to
international visitors.
“With a market segment of 20%, round-trips are one of the most important types of
holiday in the German tourism industry. Our campaign theme also supports tourism in
rural areas, especially for individual travellers who discover the scenic routes by car,
motorcycle, or bike”, says Petra Hedorfer, Chief Executive Officer of the GNTB, on the
selection of themes.
At the centre of the activities, there will be an international photography competition: by
invitation of the GNTB, 48 journalists from 27 countries will travel to Germany to
research the tourist highlights of 16 scenic routes from an international point of view. The
GNTB has selected these scenic routes in cooperation with all federal states, thereby
allowing a Germany-wide representative view of the tourist routes to serve as the basis
of the PR campaign. A “Best of” selection for each scenic route will show GNTB in a
good light and place a special focus on its global international activities, including its
online presence at www.germany.travel. The winning photographs from the 16 scenic
routes will be converted to a postcard set as an important marketing tool to be used for
advertising in the B2B and B2C sectors.
The “Scenic routes” online section will also have a complete re-launch: the selected
scenic routes will be placed on an interactive map and described in detail. Press and
study trips as well as the integration of the theme at press and trade events will
complement GNTB’s activities in the context of the campaign theme. In October 2013
the GNTB collaborated with partners to develop a mobile app as a pilot project for the
“Romantic Road”; this app represents 28 cities and 10 attractions along the route from
Würzburg to Füssen, and serves as a useful companion both before and during the
journey.
L'Office National Allemand du Tourisme
L'Office National Allemand du Tourisme (ONAT), dont le siège se trouve à Francfort-sur-le-Main,
est le « syndicat d'initiative » national de l'Allemagne. Il promeut les activités touristiques de
l'Allemagne pour le compte du ministère fédéral de l'Économie et de l’Energie (BMWi), qui lui
apporte son soutien en vertu d'une décision du Parlement fédéral allemand. L'ONAT élabore et
communique des stratégies et des produits visant à renforcer l'image positive des destinations
touristiques allemandes à l'étranger et à stimuler le tourisme en Allemagne. Pour mener à bien
cette mission, il possède 30 représentations locales dans le monde. Pour plus d'informations,
consultez notre centre de presse en ligne à l'adresse www.germany.travel/presse.