German.Local.Culture Campaign in the United States Referenznummer der Bekanntmachung: 121141
Auftragsbekanntmachung
Dienstleistungen
Abschnitt I: Öffentlicher Auftraggeber
Postanschrift:[gelöscht]
Ort: Frankfurt-am-Main
NUTS-Code: DE712 Frankfurt am Main, Kreisfreie Stadt
Postleitzahl: 60325
Land: Deutschland
E-Mail: [removed]
Internet-Adresse(n):
Hauptadresse: https://www.germany.travel/de/startseite.html
Abschnitt II: Gegenstand
German.Local.Culture Campaign in the United States
The German National Tourist Office in New York is looking for a unique, highly targeted and first to-market proposal to feature its ‘German.Local.Culture’ campaign across the US market at a national level in a cost efficient and engaging manner.
The German National Tourist Office (GNTO) is looking to run a digital campaign with a focus on inspirational and influencer content. The goal of the German.Local.Culture. campaign is to
Convey the diversity of German cities using Germany’s positive image. The themes of the German.Local.Culture. campaign will be based on four pillars flair, crafts, taste, and green. Each of
These pillars explores different facets of regional German culture such as unique architectural styles, craftsmanship, cuisine, and sustainability. The GNTO anticipates the participation of 5 to 10 German partners, the amount of partner content featured will be dependent on the level of the partner’s investment. Examples of partners include local, regional, and state tourist boards. The content from our German based partners needs to be integrated into the campaign. The German.Local.Culture. campaign will have its own dedicated ‘microsite’ and landing page which is still in development.
Destination Germany’s competitive set includes Great Britain, France, Italy, Spain and Ireland.
Digital campaign: United States.
Influencer campaign: Germany travel required/campaign to run in the US market.
Content campaign:
— unique creative concept that ties all of the campaign elements together;
— content campaign with a premium contextually relevant travel publisher with a large reach and following in the US Market;
— strong content presence on the publisher’s site, examples include a landing page or hub which would serve as an engaging focal point amplification and promotion of content;
— campaign tactics and units should include at least some but are not limited to the following elements;
— ROS banners and video placements;
— custom content articles;
— high impact units and/or takeovers;
— dedicated E-Blast with article or content;
— any other custom unit that drives traffic and engagement.
Influencer campaign:
— travel influencers (minimum of two) with a strong engagement rate and following in the United States;
— the publisher will provide up to 5 influencers with KPIs and following for the GNTO to choose from;
— influencers must be on location in Germany for at least one day (per city/region) and create content for each of the participating towns/regions. The influencers should be available for at least 7 days;
— the publisher is responsible for developing the travel itinerary, in accordance and with approval of the GNTO;
— the publisher is response for developing all travel elements including booking, executing and payment of all travel components campaign optimisations and reporting;
— tactical optimisations should be made continuously to improve campaign performance throughout the duration of the campaign;
— detailed reporting for both elements of the campaign should be provided no later than one month after the campaign’s completion.
Goals:
— reach US travelers at the top of the customer funnel and place Germany in their travel consideration set;
— creatively implement and amplify the German.Local.Culture. campaign elements (content, points of interest, banners, videos, and other assets);
— generate custom content based on campaign elements for the US Market to reach our target audience;
— drive users to engage with content (clicks, downloads, likes, comments, etc.);
— integrate local German partners in both the content and influencer aspects of the campaign according to their investment strategy;
— develop a content campaign with focus on German.Local.Culture. and its four pillars flair, craft, taste, and green in line with GNTB’s guidelines and targeting;
— amplification and promotion of generated content within and outside of the publishers site and/or platforms;
— incorporate an influencer campaign to generate and promote relevant content according to the pillars of the German.Local.Culture. concept;
— strategic concept must include the participating German local partners.
Target group:
— affluent with min. USD 100 000 HHI, passport owners, sophisticated international travelers.
Etc.
KPIs:
— reach, Impressions;
— view-through rates (above industry standard);
— click-through rates (above industry standard);
— video-completion rate (above industry standard);
— engagement rate (above industry standard);
— open rate (above industry standard);
— dwell time (above industry standard).
Supplementary information on the item II 2.5):
Price is not an evaluation criterion.
There is a budget specification for this procurement (see tender documents).
Abschnitt IV: Verfahren
Abschnitt VI: Weitere Angaben
Postanschrift:[gelöscht]
Ort: Bonn
Postleitzahl: 53113
Land: Deutschland