Sweet Temptation - wir backen einen Kuchen wie Oberstaufen. #ITB #itbetw

Vortrag beim eTravel Lab der ITB Berlin 2011: Strategische Erfolgsschritte der letzten 2 Jahre in Oberstaufen.

Voyages

SWEET TEMPTATION

recipe for a
sucessfull campaign
à la Oberstaufen

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Bianca Keybach powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

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Benjamin Buhl powe
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

preheat
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"sweet temptation" @ITB2011

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"sweet temptation" @ITB2011

#1 oberstaufen-plus.de

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"sweet temptation" @ITB2011

#1 oberstaufen-plus.de - idea

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

#1 oberstaufen-plus.de - challenge

‣ not 1:1 transferable to tourism

‣ inﬂexible navigation

‣ confusion for digital immigrants

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"sweet temptation" @ITB2011

#1 oberstaufen-plus.de - result

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"sweet temptation" @ITB2011

#1 oberstaufen-plus.de - learnings

✓ base of the campaign: social web

✓ microsite for 1 special theme

✓ high user acceptance through ongoing
adjustment

✓ user time of stay above average
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"sweet temptation" @ITB2011

mixture
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"sweet temptation" @ITB2011

#2 DU bist Oberstaufen

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"sweet temptation" @ITB2011

#2 DU bist Oberstaufen - idea

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"sweet temptation" @ITB2011

#2 DU bist Oberstaufen - challenge

‣ no clear message

‣ no sustainability
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"sweet temptation" @ITB2011

#2 DU bist Oberstaufen - result

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"sweet temptation" @ITB2011

#2 DU bist Oberstaufen - result
✓ emotional relationship (German: "Du")

✓ authentic

✓ technical features for easy sharing

✓ central message (guest in focus)

✓ humor & charme

✓ contest (unpayable price)

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"sweet temptation" @ITB2011

#2 DU bist Oberstaufen - learnings
✓ more then 7000 page impressions in the ﬁrst 12
hours

✓ more then 2000 uploaded pictures in the ﬁrst 2
month

✓ guests recognize the locations

✓ user become spokesmen
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

bake
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"sweet temptation" @ITB2011

#3 StreetViewTorte

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"sweet temptation" @ITB2011

#3 StreetViewTorte - idea

s o n
s ea
y . 1
ill n o
s m e
h e
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"sweet temptation" @ITB2011

#3 StreetViewTorte - strategy

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"sweet temptation" @ITB2011

cake
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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

#3 StreetViewTorte - learnings
✓ catch trending topics

✓ message adressed to multipliers

✓ charme, provocation, humor

✓ "think different"

✓ beginning in the social web -> then transfer to "old" media

✓ strategy -> integration in the communication-concept

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Bianca Keybach & Benjamin Buhl
"sweet temptation" @ITB2011

THE
factors of sucess
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"sweet temptation" @ITB2011

process not project.
(no budget)

everybody in the company.
(tourism means "live the service")

passion. passion. passion.
(no opening time)

support lateral thinkers.
(be open for innovations)
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"sweet temptation" @ITB2011

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