In the Spring of 2016, Austin CVB + Sparkloft set out to promote travel to Austin, Texas from a German market, highlighting Condor Airline’s new direct flight routes beginning in June. This was Sparkloft’s first campaign targeted entirely to a German market and executing entirely in German.
For the Afternoon in Austin campaign, users were invited to explore three different scenes in Austin, Texas, and discover unique photos, videos, gifs, and engaging tidbits to share on social media. They were also offered the opportunity to enter to win a trip for two including two economy class roundtrip tickets on Condor Airlines, a hotel stay, and $500 gift card for dining and shopping.
The results showed the success of a highly targeted campaign, with over 97% of engaged users being German residents and 96% of visitors users accessing the site through social media. The campaign was also supported with not only media, but German resident travel influencers, allowing the Austin CVB + Sparkloft to reach audiences beyond Austin’s owned channels, and garnering over 4.5 million impressions.