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Germany: Upgrade to Hamburg

Myriad, in conjunction with the German National Tourist Office (GNTO), worked with Hamburg Tourism to construct a U.S. marketing campaign.

The Brief

  • Increase consumer awareness of Hamburg and strengthen the destination brand
  • Create an interest and demand for travel to Hamburg in order to increase overnight stays
  • Cultivate a US consumer database that includes new and repeat travelers to Germany and Europe, affluent travelers, multigenerational travelers, heritage seekers and LGBT travelers

Tactics

  • Myriad developed the overarching theme. “Upgrade to Hamburg,” to establish Hamburg as a first class destination and to convey the revitalization of the city
  • Myriad created an “Upgrade to Hamburg” sweepstakes contest that featured the most compelling experiences in Hamburg
  • Myriad managed a destination sponsorship page and utilized targeted banner ads on TripAdvisor
  • Banner ads were also implemented through online travel agencies (OTAs), including Priceline and Expedia
  • The campaign received added value exposure through GNTO’s social media, consumer e-newsletters, microsites and advertising

Results

  • The sweepstakes contest received over 3,000 entries and an extremely high opt-in rate of 79%
  • The Hamburg sponsorship page on TripAdvisor received an interaction rate of 17.74%, which is well above the benchmark average of 9.12% reported by TripAdvisor
  • OTAs reported a 42% increase year-over-year in hotel room nights in Hamburg and an 8% increase year-over-year in overall bookings to Hamburg over the campaign period

Client