12,000 signals for airberlin and Algarve

Lifestyle and travel bloggers enjoy Portugal

Cologne, September 2014 // As part of a customized blogger trip, airberlin and ATA (Algarve Promo­tion Bureau) presented the advan­tages of the travel and surf desti­na­tion Southern Portugal. The digital influ­encers from the lifestyle and travel commu­nity ...

Cologne, September 2014 // As part of a customized blogger trip, airberlin and ATA (Algarve Promo­tion Bureau) presented the advan­tages of the travel and surf desti­na­tion Southern Portugal. The digital influ­encers from the lifestyle and travel commu­nity could see for them­selves how excel­lent the flight connec­tions from Germany arer and enjoy the special flair of the Algarve and its touristic offer­ings. Designed for opinion-leading blog­gers, the tour gener­ated approx­e­mately 12,000 signals on the net to date, which lead to an unex­pect­edly high and at the same time, posi­tive response within the target group.

As the respon­sible agency, Oliver Schrott Kommu­nika­tion was respon­sible for influ­encer rela­tions, major parts of the program as well as its devel­op­ment and real­i­sa­tion. The Cologne-based agency managed to make the trip a success story by tailoring the concept to blog­gers’ special require­ments and expec­ta­tions. The high­light was a surfing class in a surf camp in Luz where the blog­gers got a whiff of the local scene and were able to expe­ri­ence the surf commu­nity’s lifestyle first hand. Back­ground: Due to its very constant wave condi­tions, the Algarve belongs to the best surf regions in Europe and can be easily reached from Germany within a few hours. airberlin offers direct flights to Faro from Berlin, Hamburg and Dussel­dorf.

A key compo­nent of the concept was the iden­ti­fi­ca­tion and selec­tion of opinion-forming lifestyle and travel blog­gers in Germany. The web authors were selected by use of the agency's own OSK BlogScorer , which gener­ates reli­able and precise infor­ma­tion on the quality, reach and contents of blogs. Another respon­si­bility of Oliver Schrott Kommu­nika­tion was contacting and inviting the blog­gers as well as setting up and moder­ating a closed group on Face­book and, last but not least, the actual blogger support in Portugal.

The trip involved visits to rela­tively unknown tourist attrac­tions of the Algarve, including the Ilha da Culatra in the nature reserve of Ria Formosa, excur­sions by jeep and boat and the three-day stay at the surf camp. Every­thing on the agenda was tailored to the active involve­ment of blog­gers and their personal expe­ri­ence factor, but also offered free time for indi­vidual activ­i­ties. Suffi­cient photo and video oppor­tu­ni­ties ensured that the multi­pliers were able to docu­ment and share their expe­ri­ences compre­hen­sively.

Posi­tive effect: With their detailed, richly illus­trated reports and activ­i­ties around the Algarve trip, the blog­gers created about 12,000 social media inter­ac­tions so far - on blogs, Face­book, Twitter and Insta­gram. An accom­pa­nying contest on the airberlin campaign site attracted over 7,000 partic­i­pants. The specially issued hashtag #exploringal­garve enables a tracking of all social media activ­i­ties around this topic.

“The blogger trip has proven to be an effec­tive measure for achieving a rela­tively high coverage and atten­tion with manage­able resources. In addi­tion to the traffic on different plat­forms, the campaign has gener­ated authentic reviews and great photo and video mate­rial which we can use for our general campaign and on our own social media chan­nels.” This is the posi­tive resume by Afsanne Fachr, Marketing Manager at airberlin and respon­sible for the Algarve campaign, and Felix Obeloer, airberlin’s Social Media Manager, who accom­pa­nied part of the trip.

An overview of the coverage on the indi­vidual blogs can be found here .

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