German brands Eurowings, Europa-Park, Stuttgart Airport, and the State Tourist Board Baden-Württemberg set the challenge of creating and developing an engaging summer campaign that would capture the attention, and hearts, of Londoners and help establish them as leading brands in the UK tourism market.
The campaign launch was to be timed with the very start of the UK school summer holidays. This was to maximise campaign exposure to the family target audience with the main aim of introducing the partner brands – with the bonus potential of driving last-minute summer holiday sales.
The campaign would stretch London wide in order to support both Eurowings’ flight routes between London and Stuttgart Airport: Heathrow in the west and Stansted in the east.
The campaign should be family-centric and fun - evocative of a family trip to ‘The Sunny Side of Germany’ and Europe’s Best Theme Park (TripAdvisor 2016), Europa-Park.
Europa-Park’s mascot, Ed Euromaus, would lead the creative via both the campaign artwork and the narrative.
Europa-Park’s mascot, Ed Euromaus, to make his first trip to the UK with his #nextstop set to be a weekend in the nation’s capital, London.
Partners Eurowings, Europa-Park, Stuttgart Airport, and the State Tourist Board Baden-Württemberg to arrange for Ed to tour the city and meet his UK fans on his very own iconic London bus.
But how would he find it’s #nextstop?
Ed would ask all Londoners to join the search by tweeting him using the hashtag #nextstop – letting him know where they have seen his bus, which route it is on, or even just sharing a snap of it passing by.
As a thank you for their help, Ed would meet fans for selfies and to give away campaign branded Oyster card holders - some containing a one-week London travel card to enable a few lucky families to tour the capital over the school summer holidays, just like Ed.
The integrated campaign was rolled out across London in mid-July and focussed around OOH, social media, experiential, video, and digital media touch points.
OOH elements consisted of an iconic London bus being wrapped in campaign artwork along with additional advertising on a further 50 London buses. These buses were on the roads from mid-July and throughout August promoting the social media campaign around the hashtag #nextstop.
Campaign content was also seeded across social media channels from mid-July, with messaging telling the story of Europa-Park’s mascot, Ed Euromaus, flying to the UK to make the capital his #nextstop for a tour of the city on the campaign branded London bus.
The experiential weekend of 30th/31st July 2016 saw Ed arriving in London and asking Londoners to help him board his bus by identifying its location in real-time. The second phase of the social media campaign messaging saw a call to action ask the audience to tweet using the hashtag #nextstop, identifying where they had seen the campaign bus or which route it was on.
Subsequent to the experiential weekend the campaign social media channels continued audience conversations by re-purposing the campaigns’ user generated content and releasing a fun campaign video documenting Ed’s first visit to London.
The campaign messaging then evolved for a final time, utilising the campaign hashtag as a brand call to action for UK fans to make the German tourist destination their #nextstop for summer holidays.
The campaign was further supported by digital media coverage from media partner Londonist and additional coverage from tourism trade press outlets.
The #nextstop integrated campaign had a staggering total reach of 8.5 million over the course of its 6 week duration.
The OOH element of the campaign accounted for reach of 6.4 million, whilst the social media element accounted for reach of 1.9 million with 102,000 audience engagements around the #nextstop campaign hashtag.
Highly qualified reach of both the digital media and experiential elements of the campaign accounted for reach of 220,000 and 17,000 respectively and to-date the campaign video has had in excess of 110,000 views.
Approximately 84% of total reach was within the family target audience demographic of UK & Ireland 18-54 year olds.
It is anticipated that the clients will continue to build on the success of this integrated campaign with plans for 2017.