“Traditions and Customs” are the GNTB`s key

Campaign theme 2015
“Traditions and Customs” are the GNTB's key themes
for 2015
Frankfurt am Main, 15 December 2014 – The way Germany’s Traditions and Customs
have shaped its international image and secured its position as one of the world’s top
travel destinations, is the subject of the GNTB’s worldwide campaign for 2015. Using the
three aspects of “Culinary Germany”, “Living traditions” and “Arts and Crafts”, the
campaign will link the positive, modern image of Germany as a travel destination with
authentic living traditions and how they are embedded in contemporary society. The aim
of the campaign is to bring to life the brand “Destination Germany”.
“The 'Heritage and History of the Region' aspect is one of the top ten reasons foreign
visitors choose Germany as a holiday destination, according to the GNTB Quality
Monitor tourism survey. We are very consciously using the campaign to add a new
dimension in inbound tourism to complement the traditionally strong city breaks
segment, which to date has always attracted a disproportionately large share of foreign
visitors”, says Petra Hedorfer, Chief Executive Officer of the GNTB, explaining the
choice of theme for the campaign. “22 per cent of inbound visitors to Germany already
head for our rural areas. By picking up on the current trend for originality and
authenticity, we are using the theme of “Traditions and Customs” to promote the
development of tourism in rural areas and thus give Germany a stronger position as a
sustainable travel destination.”
The campaign will encourage foreign visitors to sample Germany's many local
specialities, to experience traditional festivals and customs in German regions and cities,
such as the Munich Beer Festival and the Cologne Carnival, and to discover German
cultural events and festivals, arts, crafts and music.
Together with regional marketing organisations and regional partners, the GNTB will be
presenting specific traditions and customs as part of the campaign. Crucial to the
selection process will be their special features as well as their relevance to tourism, the
quality of services in the area and the interests of potential visitors in different source
markets.
The campaign will be promoted across the GNTB’s 30 offices worldwide. A central
element of the campaign is the international blogger tours on the three aspects, which
will be conducted throughout 2015. With the support of the GNTB and their regional
partners, bloggers from the different markets will visit Germany in 2015 to experience the
traditions and customs and document their impressions in writing and images.
Furthermore, Instagram tours will take place all over Germany, in which high-quality
photographs are made available to the campaign by influencers. In addition to the live
reports on social media platforms, the content will be published on its own social wall
with the hash tag #JoinGermanTradition.
Several teaser videos and a themed clip will raise awareness for the campaign. Events
and dates relevant to the themes of “Traditions and Customs” will be incorporated into
the GNTB's events database and an image brochure in English and German will
highlight selected traditions and customs from all the federal states. The magazine will
be available as an e-brochure with videos and links alongside the expansion of the
online content at www.germany.travel/tradition. With the aid of the online campaign
“True or False”, users can test their knowledge about “Destination Germany”. Traditional
marketing and PR campaigns and activities on social media channels will also form an
integral part of the campaign.
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'Énergie (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.