德国国家旅游局（GNTB）继推出2019年度主题“百年包豪斯“后，将以德国夏日之城为题，结合数码媒体，在世界各地开展另一波盛大的市场营销活动：届时，GNTB将在众多主要客源国举办限定的活动周、Pop-up活动等，欢迎有兴趣合作的机构，一同参与所有于在线平台上、以及在国外所举办的精彩推广活动。主题标签 #GermanSummerStories将联结所有与德国夏日之城相关的社交媒体活动。
The German National Tourist Board (GNTB) has announced another new worldwide viral campaign for 2019 in addition to the recently introduced “100-years of Bauhaus”. Entitled “German Summer Cities”, the campaign marks the start of a digital marketing offensive by the GNTB. “German Summer Cities” will include Action Weeks and Pop-up events, plus comprehensive social media activity in numerous source markets, using the hashtag #GermanSummerStories.
德国国家旅游局董事会主席何佩雅女士介绍道：德国一直是城市旅游与文化旅游的市场领导者，德国国家旅游局将贯彻始终，以五个主题系列阐述德国旅游的精彩故事：“城市印象”介绍德国魅力名城，透过浓厚的大都会气息、形形色色的购物体验及享受天台酒吧等，带出大城市的吸引力；另一边厢的“浪漫小镇”系列则聚焦历史悠久的乡村小镇、壮丽的宫殿、园林和公园、风光如画的酒庄与传统美食；同时，德国也是夏季度假的旅游胜地：各式的岛屿风光、游艇/湖边日光浴体验、海滩俱乐部、岛屿观光、木筏漂流、河溪/湖泊观光船等等的丰富度假体验，尽在德国。“海滨度假”系列将提供更多相关资讯。
Petra Hedorfer, Chief Executive Office of the GNTB, explains: “As the market leader in urban and cultural travel, the GNTB operates a storytelling strategy across 5 core themes. ‘Urban City’ highlights big city culture, shopping; roof-top bars; for a ‘Romantic’ story, it’s all about fairy-tale small historic towns in rural areas, castles and parks. Vineyards, wine regions and traditional gastronomy also play a part in this campaign. Summer holidays in Germany offer a variety of desirable reasons for travel – part of our ‘Holiday on the Water’ theme. From coastal experiences and pleasure boats, beach clubs, island life, crystal-clear bathing lakes or river rafting, excursion steamers to houseboat holidays on rivers and lakes – there is many a story to be told here”.
德国文化与艺术一直深受国际旅客欢迎，作为德国入境游的一大吸引力，在“文化艺术”系列里，博物馆、展览、工业文化、音乐表演及露天活动等将成为焦点。“观光景点”系列则呈现德国旅游胜地与经典景点：从北部汉堡的易北音乐厅、埃森关税同盟煤矿工业区、柏林的勃兰登堡门、以至南部的新天鹅堡、霍亨佐伦堡等等。德国的景点不单是地标性的存在，16个联邦州的景点可以配合不同主题的旅游路线，切合不同游客的需要，带来各式各样的旅游体验。
Ms. Hedorfer continues: “through our ‘Art and Culture’ theme – a highly strong and attractive reason for travel to Germany – we highlight museums and exhibitions, industrial heritage, music and shows and open-air events. Finally, Germany’s high-profile sightseeing destinations are a perennial reason for travel to Germany. From Hamburg’s Elbphilharmonie in the north, to the Zeche Zollverein in the Ruhr Region, over to the Brandenburg Gate or to Neuschwanstein Castle and the castle Hohenzollern – Germany has numerous remarkable landmarks compared to many competitors. Working with Germany’s top sightseeing destinations throughout the sixteen federal states guarantees an unforgettable travel experience”.
何女士继续道：德国国家旅游局的活动，如“德国充满灵感”以及最新的“美食德国”反应热烈，各方面的正面回响证明了我们在社交媒体上的推广奏效，提高了大众对德国旅游胜地的关注。另一方面，实时沟通与数字营销同样重要，GNTB在世界各地举办的Pop-up活动则为主题推广活动增添更多活力。
“The strong response to ‘Germany Simply Inspiring’ or our current campaign ‘Culinary Germany’ shows that comprehensive social media activities generate a high degree of inspiration and awareness for Germany as a travel destination. In addition to digital marketing, communication through live events is just as important – Pop-up events in international markets give campaigns added momentum” added Ms. Hedorfer.
