Thurgau Tourismus is the primary tourist organization for the Thurgau region located in the northeast of Switzerland. Nestled between Lake Constance and the rolling hills, the Thurgau region is often celebrated for its picturesque landscapes, orchards, vineyards, and peaceful Lake Shore. As an entity, Thurgau Tourismus is tasked with promoting the unique blend of natural beauty and cultural heritage that the region offers, aiming to attract both domestic and international visitors.
The organization curates and provides a wide range of experiences, from cycling routes through apple orchards to wine-tasting sessions in historical settings. Through its efforts, Thurgau Tourismus ensures that visitors have memorable experiences, all while highlighting the region’s tradition, innovation, and sustainability.
Thurgau Tourismus encountered a particular challenge as the winter and the Advent season approached. Unlike the vibrant spring, summer, and autumn months, winter was a subdued season for the organization. This seasonal dip not only meant fewer visitors but also presented an obstacle in engaging potential travellers to undertake outside activities in the region.
To counter this, the organization realized the necessity of an innovative approach that would not only sustain interest during the off-season but also efficiently gather leads and boost newsletter sign-ups.
Their aim was twofold: to cost-effectively captivate potential customers and ensure that their marketing efforts translated into higher click-through rates for their newsletters. Secondly, Thurgau Tourismus sought a unique, “out of the box” solution that could capture the attention of their audience and make them curious about the Thurgau experience even during the quieter winter months.
In response to their challenge, Thurgau Tourismus found an inventive avenue by collaborating with Brame to create a gamified Advent Calendar campaign. This was no ordinary Advent Calendar; each day, visitors were met with a chance to win a voucher for a unique experience within the breathtaking Thurgau region. Not only did this campaign draw the attention of potential visitors, but it also seamlessly showcased the region’s diverse offerings and spotlighted the invaluable partners that make the Thurgau experience so unique.
Thurgau Tourismus brought this engaging Advent Calendar to life in a remarkably short time by making brilliant use of Brame’s Software as a Service solution. What made this approach even more creative were the prizes that were provided by a different regional partner daily. This clever strategy ensured the campaign’s cost-effectiveness by essentially refinancing the tool and presenting an innovative platform for these partners to generate leads and gain visibility.
To boost the campaign’s reach, Thurgau Tourismus strategically promoted it across various social media platforms and via their newsletter, ensuring widespread awareness and increased engagement with the brand during the off-peak winter months.
Thurgau Tourismus’s Advent Calendar delivered impressive results. When compared with static lead campaigns of the past, the gamified Advent Calendar managed to decrease the cost per lead by a staggering 50%.
But the benefits didn’t stop there. Through purely organic promotion, the campaign succeeded in captivating its audience, recording over 100,000 visitors in just a little over three weeks. The engagement level was notable too; on average, visitors returned to the advent calendar 14 out of the possible 24 days, highlighting the campaign’s charm and consistent pull.
In addition to boosting visitor engagement, the campaign had a domino effect on Thurgau Tourismus’s newsletter metrics. The open rate witnessed a commendable uptick, increasing by over 12%. Perhaps even more impressively, the unsubscribe rate reduced significantly, seeing a reduction of more than 90%.
This was a testament to not only the campaign’s immediate success but also its role in strengthening the bond between Thurgau Tourismus and its audience, ensuring sustained interest and commitment from potential travellers and loyal enthusiasts alike.
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