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Berlin Tourismus Marketing Destinations BTM Game Background: In 2008, the number of visitors to Berlin nearly reached the 8 million mark. The Berlin Welcome Card (BWC) issued by the Berlin Tourismus Marketing GmbH provides you with an attractive tourist choice, offering free trips on public transport, reductions of up to 50% at 140 top attractions as well as a handy guide with city map featuring many insider tips. Task: How can the Berlin Welcome Card (BWC) be promoted efficiently and cost-effectively in the travel-agency market? Objectives: - To pass on information about the BWC - To motivate travel agency personnel to sell the BWC - To increase bookings - To build up personal details for follow-up actions - The concept of the Berlin Welcome Card is to be anchored permanently in the minds of travel agency personnel Target Group: Travel agencies of the old Federal States of Germany Solution: An entertaining online educational game with attractive prizes for travel agency employees: In line with the successful classic “Schlangenspiel” (snake game), a tram operated by BWC partner BVG crosses the inner-city districts of Berlin, collecting tourist sights, which are also partners of BWC. Players have to reach as many points as possible without a collision. Apart from the sights, each level contains BTM info points providing relevant sales arguments for agents on the subject of the BWC (as well as extra points). At the end of the game, participants can register by giving their name and address to enter a lucrative competition; in addition, each registered entry is given a present relating to Berlin (teddy bear, Berlin luggage tag, etc.). Distribution: Infox mailing to 25,100 email addresses of travel agency personnel in the old Federal States excluding Berlin. In addition, the BWC game will be integrated into the websites of business partners (e.g. large tour operators). Result: Zugang zu "Result" anfordern  print casestudy
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