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Gardens Campaign in Austria and Switzerland

Present situation:
In Austria and Switzerland, Great Britain is well loved for its gardens. The mild climate and frequent rainfall create a green landscape and make for an abundance of flowers in parks and gardens of stately homes. In Great Britain, the number of gardens open to the public is high, there is an enormous diversity, and gardens have not lost any of their attractiveness. The aim is the make use of this attractiveness and to stimulate the target group to undertake a garden tour of Great Britain.

Target group:
Austria and Switzerland
Couples from 35: Emphasis on 45–55 age group plus golden agers
The target group is well educated and disposes of an above-average income; they are interested in culture and like to travel, they travel in groups and as individuals.
Garden owners and lovers of gardens.



Task:
Giving out information on British gardens
Stimulating consumers to undertake a tour of the gardens of Great Britain
Winning over new regular customers and collecting new address data



Solution:
A small website pools all relevant information about garden tours to Great Britain. Here, the user finds an outline of the various garden types, garden tours which can be downloaded in PDF format, events around garden themes, gardeners’ tips, operators of garden tours as well as a competition. The website is localised for the Swiss and Austrian markets.
An online campaign in Switzerland and Austria addresses interested users on garden or general-interest websites and provides leads to the garden website.
In addition, a 10-page folding leaflet with response element is inserted in the catalogue of a tour operator and various garden magazines in Switzerland.




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