Trade fair communication for h+hcologne after the crisis
December 4, 2024
Content marketing campaign “New Altstadt”
Client
Düsseldorf Tourismus
Kampagne
Content marketing campaign “New Altstadt”
Task
“Nowhere else can you experience the passion for special beers in so few square meters as in Düsseldorf’s old town.”
With a target group-specific content marketing campaign for the “Craftbeer and Streetfood Tour” on the social media channels of Düsseldorf Tourismus we showcase the attractiveness of the New Altstadt and formulate specific calls-to-action for visitors to Düsseldorf.
A Germany-wide ad campaign and additional influencer cooperations specifically address the target group persona “Lars” and increase the awareness and visibility of Düsseldorf Tourismus:
- Core target group approx. 4 million
- 35-44 years old
- Social media activity geared towards trends, consumption
- Monthly Facebook potential 300-350k users
The following points should be fulfilled in the campaign:
- Increasing the digital presence
- Contribution to the digitization strategy of the state of NRW
- Contribution to the tourism strategy of the state of NRW
- Improving digitalization in tourism
Implementation
We developed our own storytelling for the “Lars” persona and addressed him through various target group-specific content formats on Instagram, Facebook and YouTube Shorts. Various series formats provided information about Düsseldorf’s old town and the “Craftbeer and Streetfood Tour”, such as “This is duesseldorf” or “Did you know?”
Promotional videos
At the start of the campaign, we produced a detached promotional video for Instagram and Facebook. This allowed us to generate 2,773,220 impressions, reach 1,265,418 people and achieve 1,207 link clicks to the New Altstadt website.
Cooperation with 4 beer flucers
To give the craft beer enthusiast persona “Lars” an overview of the diverse craft beer scene in Düsseldorf’s old town, we organized a guided tour through Düsseldorf’s old town with 4 selected beer influencers. The trained tour guide knows all the craft beer establishments and provides an overview of the current beer trends in the Old Town – between tradition and modern beer culture. The tour takes visitors behind the scenes of traditional Düsseldorf brewing culture: in the brewing cellar of the Zum Schlüssel brewery, the four Beerfluencers were even able to meet master brewer Dirk Rouenhoff, who launched Düsseldorf’s first craft beer package, Altbier United. [Mehr zu dieser Kampagne erfahren Sie hier.]
The Beerfluencers accompanied the entire evening via Instagram Story and then published matching posts on their channels. In this way, we were able to establish a direct dialog with the Beerfluencer communities.
Hard Facts
In the period from 10.10.22 to 18.11.22, a total of 8 reels, 8 posts and 19 stories went online on Instagram and Facebook as well as 6 YouTube shorts.
A total of 25 ads were placed, reaching 2,721,357 people.
The cooperation with the Beerfluencers has led to an additional reach of around 4.2K people and over 130 positive comments.
The content marketing campaign for the New Altstadt was thus able to generate over 5K clicks on the website.
