A “Revolutionary” Campaign with wings

Posted on April 2, 2008. Filed under: DMO, Marketing, Travel2.0, Web2.0 | Tags: , |

This award winning case study of a campaign to build viral buzz on MarketingSherpa caught my attention as not too many are from the travel industry. It explains in detail how Germanwings used web 2.0 tools to involve their audience with their brand while at the same time grow their database of new customers. A key element of the campaign was a specific micro-site. This is what I have proposed a number of years ago to DMOs to build rather than drive traffic to their main website where interaction is limited. The added benefit is that such a site can be deployed more quickly and in many cases reused, at least in part, for future similar campaigns at lower cost.

The results are an indicator of how well this campaign was received with a 26% open rate. 7.2% click-through, 45,000 profiles and 15,000 groups created. In addition their 1.4 million email list grew by 0.5%. What’s equally positive is the 9.5 minutes people spent on the micro-site, longer than the average time spent per visitor on their mainsite. Looks to me like a well deserved award winner and a model that DMOs should emulate in their own campaigns, especially those that integrate off- and online elements, where a micro-site would be best suited as the core fulfillment mechanism.

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2 Responses to “A “Revolutionary” Campaign with wings”

RSS Feed for Travel Marketing in the Age of Web 2.0 & Beyond Comments RSS Feed

This is amazing!. It is the first time I hear about the Marketing viral actually being used and working in Tourism.
I am getting some new ideas for my business

Thanks and keep the good content 😉
Diana

@Diana
thanks for your comments. Yes, viral can work if done right like this. By the way, I’m transferring this blog to http://buhlerworks.com/wordpress


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