DuMont Reiseverlag is launching a completely revamped version of its DuMont Direkt travel guides – more compact, more inspiring and even better tailored to the needs of modern travelers. To match this, we have developed an eye-catching campaign that showcases the new travel guides under the motto “My way of traveling” and specifically addresses the right target group.
The campaign is aimed at sustainability-oriented, creative and cosmopolitan people who see travel as more than just a change of location. They are looking for authentic experiences, cultural insights and inspiring tips to immerse themselves in the lifestyle of their next destination. Instead of standardized sightseeing programs, they focus on individual discoveries, insider knowledge and real encounters.
To convey this travel feeling, we rely on emotional, visually strong communication that combines the discovery of new places with personal freedom and curiosity. In addition to print and online measures, the campaign also includes social media activities, PoS materials and targeted collaborations with travel influencers to convey the brand message authentically.
With this campaign, the new DuMont Direkt series is positioned not only as a classic travel guide, but also as an inspiring companion for individual travel experiences that is precisely tailored to the needs of modern adventurers.
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.
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Our client: Dumont
All projects for our client Dumont