Besides promotions directed to travel agencies as multipliers, it is equally important to execute programs targeted directly to consumers.
GIA also cooperates with its Tour Operators with these programs to achieve the best coverage possible.
Here are some examples of succesful programs executed over the last years, targeted at consumers:
Integrated Print and Online Promotions
[Sample: Colorado and Canusa]
- Creation of an 8-page Colorado print folder, including sweepstakes prize, mailed to 14,000 Clients
- Securing Sweepstakes prizes from Colorado industry, Alamo Rental Car and Lufthansa
- Creation of on-line presentation of Colorado and tour suggestions under www.canusa.de
- Inclusion in Canusa Newsletter system, reaching 400,000 clients
- Direct email order from Colorado Sweepstakes page to GIA for fulfillment; 719 direct requests
- Promotion ran 3 months
Postcard Creation and Mailing
[Sample: Arizona and Amerikareisen]
- Creation of a postcard mailing in Fall 2007 to pre-announce Arizona programs in 2008 printed catalogue
- Mailed to 3,500 repeat clients; distributed at Vienna Travel Show in January 2008
- Interested clients could return the postcard and receive an Arizona Travel Guide (Reiseplaner)
Combined Online and Poster Campaign
[Sample: Colorado and Explorer]
- Colorado product placement on sub sites of explorer.de
- Colorado online banner on all USA dedicated sites on explorer.de
- Colorado Reiseplaner download opportunity on CO sub sites
- Placement of CO contact info on Colorado dedicated sub sites
- 3x implementation of CO in Explorer online newsletter reaching 30,000 consumers each time
- Colorado poster for all their 9 Explorer offices spread all over Germany
- Implementation of CO in the Explorer Fernreisen advertising campaign
- Duration of Promotion: March - September, 2008