DuMont Reiseverlag is launching a revamped version of its DuMont Direkt travel guides and we are developing an eye-catching campaign under the motto “My way of traveling”. The campaign is tailored precisely to the target group: sustainability-oriented, creative and cosmopolitan people who appreciate stimulating, exciting information and want to immerse themselves in the lifestyle of their next vacation destination.
The collage-style key visuals present four visual statements that precisely address the target group’s attitude to life and travel.
At the PoS, wooden displays in the form of “locator pins” draw attention to the new travel guides and the sales folder also uses this form. Posters, carrier bags and bookmarks are also part of the campaign in bookstores.
The campaign is also being continued on social media. Visual statements about the various destinations in the “DuMont direkt” series are posted under the hashtag #meineartzureisen and provide unusual insights into the destination.
Users could win trips in the accompanying Facebook competitions. To do this, they had to get creative themselves and post their own visual statements. The online editorial calendar was rounded off with insider tips from authors and video clips about the destinations.