Germany travel marketing reaches out to young travelers with its campaign – “Youth HotSpots in Germany – Share the moment.”
Germany is becoming an increasingly popular destination for young people and the German National Tourist Board is putting a spotlight on youth travel in 2013 with a theme of “Germany is for the young – vibrant, fashionable, innovative” with a social media campaign focusing on Youth Hotspots. The campaign was launched at ITB Berlin and the effort will run through March of 2014, perhaps when the young have gotten old.
As most young people now go nowhere without their smartphones with them whether at home or while traveling or on holiday, the German Tourist Board has developed a Youth HotSpot mobile app as part of the campaign. The app is available free of charge from the App Store and on Google Play. The App will provide young international travelers with an overview of 1,300 open-access Wi-Fi hotspots in Germany, enabling them to access their favorite social networks for free while on the go.
Another key component of the campaign is the Travel Board’s youth dedicated microsite at germany.travel/youth, intended to interest young visitors and give them the chance to find out details about travel in Germany before they arrive. An interactive map shows pulsating rings of different sizes to show what is the most popular of sites and activities going on in Germany, divided into five HotSpot categories: must-sees, nightlife, shopping, bars & cafés and festivals & events. Clicking on the rings on the interactive map opens the towns and cities in which the different HotSpots are located. The original HotSpots were selected on the basis of surveys taken of young Germans. Users will be able to update the map with their own HotSpots and share them with their friends on Facebook and other social media. The campaign also targets Twitter and Instagram.
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