This campaign built on the success of fly-baden’s 2016 integrated campaign, once again promoting the southwest German region of Baden as a varied summer holiday destination for the UK audience. Each week of the UK school summer holidays saw content distributed over brand social media, influencer channels, and media partnerships around six key themes: hiking and biking, food and drink, family fun, culture, wellness, and education and career - highlighting the variety of the Baden region and the fly-baden partners.
The collab-ed team are always highly cooperative and professional and their detailed UK market knowledge and conceptual creativity contributed greatly to our campaign’s success.
Elke Fleig - Head of Marketing & Communications, fly-baden
The fly-baden Summer Series campaign ran for the full six week duration of the 2017 UK school summer holidays, between 24th July – 3rd September, and comprised of social media, influencer, and print and digital media elements.
Six specialist influencers were invited to the Baden region to explore the holiday destination from their own unique perspective and that of their audiences - with individual itineraries created around their relevant campaign theme to enable them to experience the highlights most relevant to them. These influencers then shared their tailored experiences and tips during their weekly ‘takeover’ of fly-baden’s social media channels - enabling the campaign to effectively access their niche audiences with trusted user-generated content.
The campaign was also amplified via the influencers own social media channels, blogs, and websites – each one in line with their campaign theme and specialist area of interest.
Further promotion of the campaign took place via highly relevant digital and print media partnerships which resulted in the campaign being featured in magazine and website advertorials and newsletter email marketing.
Total reach of 790,000
Highly targeted to 12 varied
and qualified influencer
and media partner