Tourismus Zentrale Saarland
Destinations

Advertising Module for Saarland Tourist Office

Background
The need for flexibility in media planning grows stronger and stronger – only too often, just before going to press, special offers or late information on subjects relevant to a particular issue are received. In order to incorporate these, both print ads and online material has to be produced in a very short time.

Target Group
Employees of the Saarland Tourist Office / end consumers

Task
Planning and design of an advertising module enabling the Saarland Tourist Office to generate a new ad for the print sector and/or new online advertising material without much time or effort. The module should extend to the five main touristic themes of the Saarland, namely cycling, hiking, culinary, fitness and culture. It should be centred around advertising the corresponding brochure.

Solution
The solution for planning and designing the advertising module may be summed up in two words: “Spot on.”

First of all, all relevant formats were laid down for the print and online sectors; based on these formats, the next step was to devise a layout, which could be adapted to all five products. At the same time, we had to ensure that each ad and advertising medium retained its individual character and remained interesting.

The basic approach was to limit the product reference within the concept to those elements that could be exchanged easily and without much effort and then used in the required format. These elements (coloured areas, large-scale photographs, themed pictograms) were selected based on the Tourist Office’s own corporate design.

Results
With the aid of the advertising module it is now possible to generate an ad and/or advertising medium in one day – which includes matching the model with the actual format of the publication and/or web page.





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