Tourismus Zentrale Saarland
Destinations

Saarland "Fall hiking" Direct-Mailing 2008

Background:
In the Saarland, hiking takes a prime position among the big tourist issues. It stands out in particular on account of the premium quality of its hiking trails and the possibility of combining the activity with a good meal. So far, however, the Saarland has not gained a reputation in Germany as a region primarily for walking.


Target Group:
1) Those who have already spent a walking or cycling holiday in the Saarland or who have expressed an interest in doing so
2) Best agers (50+), with an above-average income and special interest in walking and/or an appreciation of good food

Task:
At the centre of the measures was the promotion of the walking season during the autumn months. There needed to be general information on the Saarland in terms of a region which lends itself to walking as well as concrete ideas on a walking holiday. Also, the catalogue of walking tours was to be advertised as an additional form of information. Another major concern was the extension of the address database in view of future direct-marketing measures.



Solution:
In a 12-page self mailer with reply card, general information on the three main hiking themes of the Saarland (premium walking, catered tours, Saar-Hunsrück-Trail) was given, each accompanied by a holiday offer.
By using the reply card, the addressee could request additional information on the topic of walking holidays from the Saarland Tourist Office, register for the general newsletter and participate in a competition. Plus, in order to draw attention to the walking holidays featured in the mailing, the same three holidays were given away.

The mailing was sent out to all persons who had already visited the Saarland for walking or cycling, or had previously registered an interest. This database was enhanced by lifestyle addresses matching the above-mentioned target group. To help out with the response, the Saarland Tourist Office decided to pay the postage for the reply postcard.

Result:
Request access to "Result"

  print casestudy         print all casestudies