Beastly vacations
Fisch Meier Direkt has developed a cross-media campaign for Reisen Für Privat Safaris that draws its headlines from the animal kingdom.
Safaris generates most of its bookings through its distribution partners. To
To increase direct sales, a campaign was required whose effect
is immediately measurable. This is not the only reason why the entrusted agency Fisch
Meier Direkt designed a cross-media concept, but also to
target groups for the offer, who would otherwise not think of the term
safari and are hardly prepared to think about safaris as an option.
to think about. "Higher-earning holidaymakers in particular are very
difficult to convince people to go on safaris," says consultant Christian Staub, explaining the
Challenge.
The creative crew led by copywriter Thomas Engeli found the bait in ambiguous
statements and Guinness records from the animal world, which are related to the
Safari theme and imply completely different vacations. With
Ads, radio spots and "sponsored links" - via terms such as
Beach vacations - will Internet surfers be directed to the landing page
Mehrerleben.ch. Only there do they find out who is behind the
ads and what the juicy statements mean. "With this
approach, we want to attract as many 'unsuspecting fish' as possible, from
and hopefully as many of them as possible will remain in our network,
says Staub. This is in contrast to previous campaigns, in which the topic of
Safari was implemented one-to-one and thus only addressed people
who were already interested in it anyway. The
Campaign runs until the end of the year.
Luca Aloisi
