The Paznaun – Ischgl tourism association has been focusing its communication on the summer since the beginning of March and therefore earlier than ever. This week the large-scale rollout of the new summer campaign starts online.
With this year’s summer campaign – probably the most emotional to date – the Paznaun – Ischgl tourism association is making its guests all over the world want to spend a holiday in the destination. The creative idea includes an extensive campaign that depicts the Paznaun with its four locations Ischgl, Galtür, Kappl and See and their beautiful landscape on a very emotional level. Various slogans under the main communication line “I love at Paznaun…”, “I love at Ischgl…”, “I love at Galtür…” etc. evoke formative moments and unforgettable experiences! The slogans focus on the three main areas: active, family , as well as enjoyment & nature. The slogans are flanked by emotional images and videos and abduct the target groups into the diverse activities, the stories and the beautiful landscapes in Paznaun.
Flexible online campaigns with a focus on Central Europe
“By using effective online advertising media, it is possible to act very flexibly in the campaign display and to constantly react to the latest developments. In this way, the campaign is played out sensitively, but also cost-effectively, “explains Andreas Steibl, Managing Director of the Paznaun – Ischgl Tourism Association, explaining this year’s campaign planning. In addition, communication channels and forms with a strong impact are used to target potential guests: Google Ads, social ad’s, special interest online platforms and print magazines, premium publishers, native ads. Radio advertising and much more. The focus is on the markets of Austria, Germany, Switzerland as well as the Netherlands and Belgium. The target groups were determined on the basis of the different typologies (families seeking relaxation, Connected bundles of natural energy as well as luxury-oriented travel fans) defined. Furthermore, the communication line is supplemented by the post-Covid needs (nature, relaxation, deceleration and safety and health measures).
Target group-oriented landing pages
These represent both the overall destination of Paznaun and the individual placemarks, always with a focus on the focus: ACTIVE, FAMILY & PLEASURE
The creative idea includes an extensive campaign that depicts the Paznaun with its four locations Ischgl, Galtür, Kappl and See and their beautiful landscape on a very emotional level. Various slogans under the main line of communication “I love at Paznaun …”, “I love at Ischgl …”, “I love at Galtür …” etc. evoke formative moments and unforgettable experiences!