German brands Eurowings, Europa-Park, Stuttgart Airport, and the State Tourist Board Baden-Württemberg set the challenge of creating and developing an engaging summer campaign that would capture the attention, and hearts, of Londoners and help establish them as leading brands in the UK tourism market. Timed to capitalise on the UK school summer holidays, the campaign aimed to be family-centric and fun, evocative of a summer family trip to ‘The Sunny Side of Germany’ and Europe’s best theme park, Europa-Park.
The award-winning integrated campaign was rolled out across London in mid-July and focussed around OOH, social media, experiential, video, and digital media touch points. OOH elements consisted of an iconic London bus being wrapped in campaign artwork along with additional advertising on a further 50 London buses. These buses were on the roads from mid-July and throughout August promoting the social media campaign around the hashtag #nextstop. Campaign content was also seeded across social media channels from mid-July, with messaging telling the story of Europa-Park’s mascot, Ed Euromaus, flying to the UK to make the capital his #nextstop for a tour of the city on the campaign branded London bus.
The experiential weekend of 30th/31st July 2016 saw Ed arrive in London and ask Londoners to help him board his bus by identifying its location using the hashtag #nextstop – letting him know where they had seen his bus, which route it was on, or even just sharing a snap of it passing by. As a thank you for their help, Ed met fans for selfies and to give away special Oystercard holders - some containing a one-week London travelcard to enable a few lucky families to tour the capital over the school summer holidays, just like Ed.
The campaign messaging then evolved for a final time, utilising the campaign hashtag as a brand call to action for UK fans to make the German tourist destination their #nextstop for summer holidays.
Total reach of 8.5 million
around the campaign hashtag
84% of total reach within the family target audience