Airline destination campaign Berlin (Spring 2022)

DTAD-ID: 18254649
10785 Berlin (Kreuzberg)
Öffentliche Auftraggeber
Öffentliche Ausschreibung
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Marketing- und Werbedienstleistungen
Dienstleistungsauftrag (VOL/VOF)
Description of Service - Airline destination campaign Berlin (overseas, spring 2022)\ Now that the EU domestic travel market is slowly recovering after the Corona pandemic and business travel has gradually returned\ to normal, tourism players such …
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Airline destination campaign Berlin (Spring 2022) - Description of Service - Airline destination campaign Berlin (overseas, spring 2022)\
Now that the EU domestic travel market is slowly recovering after the Corona pandemic and business travel has gradually returned\
to normal, tourism players such as tour operators and airlines are also steadily increasing their capacities. This development can\
also be observed in the long-haul markets, including the American markets, which are strategically important for Berlin.\
In some countries - such as Brazil or Mexico - demand for flights quickly exceeded available capacity immediately after the\
reactivation of travel activity, and airlines are stocking up their offers to a much greater extent than originally planned.\
In most Latin American source markets, air connectivity is the first and most important component of a vacation or business trip to\
Europe, Germany and Berlin. Flight route, flight duration and airfare represent a decisive selection criterion in a travel decision.\
A destination campaign in cooperation with an airline (e.g. destination specials with advertising space, editorial content, newsletter\
appearances for the international marketing of Berlin, social media activities) is to take place in order to use their traffic offers and\
generate travel to Berlin.\
The campaign to be tendered has to be designed for the following countries/markets:\
- Latin America - Brazil\
- Latin America - Mexico\
- Europe - Spain\
The campaign budget amounts to a maximum of 125.000 EUR net.\
I Objectives\
- Creating awareness for Berlin as a travel destination\
- Triggering travel decisions and bookings of Berlin-specific travel products for spring 2022\
- Rollout of the campaign in specific focus markets for Berlin, in particular Brazil, Mexico and Spain\
I Campaign period\
The destination campaign has to run between January and February 2022\
I Aptitude criteria\
- The bidder must be an air carrier\
- The bidder must be among the market leaders for air travel from Latin America to Europe and also offer extensive connectivity of\
their home HUBS to Berlin (BER)\
- For the suitability of the cooperation partner, it is necessary that flight connections exist from Berlin to at least 10 Latin American\
main destinations (direct or via transfer with max. 1 stop), as well as minimum 10 flight connections from Spain to Berlin (direct or\
via transfer with max. 1 stop).\
I Requirements for the destination campaign and the offer\
The bidder selects the channels with the most potential (online/offline) for the designated markets for this campaign.\
The expected impressions for Berlin during the campaign are relevant for the selection of the offer. These expected values are to be\
named in the offer based on the media strategy.\
The mix of measures offered to promote Berlin as a travel destination during spring / summer 2022 should be well-balanced, include\
various communication channels and pay attention to the above-mentioned objectives. The offer therefore needs to include a\
detailed media strategy describing the individual activities for the source markets targeted during the campaign and the analysis of\
relevant target groups.\
I Reporting\
After completion of the campaign, the bidder provides a detailed conversion report with relevant key figures\
- Ad Impressions\
- Clicks & CTR\
- Ad Spend\
- Including Screenshots/Layouts/photos of the released ads and activities during the campaign\
I Content of the offer\
Please attach the template "Self Declarations" to the offer.\
Please also attach a detailed campaign concept. In particular, please address the topics mentioned in the quality evaluation matrix\
(Appendix D3) in the concept.
Berlin Tourismus & Kongress GmbH\
Postanschrift Am Karlsbad 11\
Ort 10785 Berlin
nicht zugelassen
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