German National Tourist Board introduces #DiscoverGermanyFromHome communication campaign

Thursday, April 2, 2020

During the current lockdown period, the German National Tourist Board (GNTB) is summarizing its ongoing marketing activities on all its social media channels worldwide in the #DiscoverGermanyFromHome communication campaign. The main goal is to make inspiring, empathetic, and at the same time, informative content entertaining and interactive, and to exchange ideas with travelers of tomorrow. The campaign includes virtual experience formats of the destinations in Germany from all 16 federal states. In doing so, the campaign invites you to discover Germany as a travel destination virtually, thereby strengthening contact with potential visitors to Germany.

Petra Hedorfer, CEO of the board of the GNTB explained that in addition to #DiscoverGermanyFromHome, the campaign uses hashtags that are already in circulation, such as #staysafe, #stayathome, or #traveltomorrow.

He also said that despite the lockdown, they remain active. They are constantly on the move on more than 30 social media channels to keep the interest in Germany as a travel destination alive in an inspiring and informative way. They focus on entertaining and interactive posts. In addition to direct customer contact, we use their established online tools to maintain an active dialogue with their  partners in Germany tourism and the international travel industry.

Due to the current situation, the GNTB has postponed all planned market-specific and worldwide marketing measures, including the start of the scheduled campaigns “German Summer Cities” and “#WanderlustGermany,” into the second half of the year. The preparations have been completed so far that the digital parts can start “at the push of a button”.

In line with the current development in the various source markets, recovery measures begin from the second half of the year. Campaigns are rescheduled, and content rolled out quickly in line with market requirements.

Germany’s incoming tourism came to a virtual standstill within a few weeks as a result of the COVID-19 crisis. Travel restrictions affect both entry into Germany and exit from the primary source markets. A relaxation of the situation is only possible if the administrative measures on both the destination and source market sides enable to restart the travel business economically.

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