Popularizing art and cultural tourism in Germany
Engaging, educating and inspiring a large community of active travelers about culture and art in Germany together with the German National Tourist Board and Lufthansa
How it all began…
At the beginning of 2019, the German National Tourist Board (GNTB) approached us following a recommendation from the marketing manager of Lufthansa Bulgaria, with whom we had been closely collaborating. The GNTB sought to celebrate and raise awareness of the 100th anniversary of the Bauhaus movement, one of the most influential currents in modern design, founded in 1919.
The campaign aimed to educate Bulgaria’s community of active travelers about Bauhaus while promoting Germany as a premier cultural and art destination. In partnership with the GNTB and Lufthansa, we developed an interactive quiz on TravelSmart, focusing on the Bauhaus movement and Lufthansa’s extensive flight network.
This marketing campaign was a resounding success, attracting over 8,000 participants. One lucky winner received an exclusive prize: a weekend for two in Frankfurt, including flights and hotel accommodations.
Let’s get Germany popular for art and cultural tourism!
By 2019, the number of Bulgarians traveling to Germany for tourism had been steadily growing for several years. To reinforce this trend and broaden its appeal to include art and culture as key travel motivators, we partnered with the German National Tourist Board (GNTB) and Lufthansa to create and launch an engaging interactive quiz with an attractive prize.
Concept and Development
The quiz, hosted on TravelSmart.bg, was developed in close collaboration with the GNTB and Lufthansa. A dedicated landing page (www.travelsmart.bg/germany-quiz) provided all necessary details, including the quiz description, terms and conditions, rules, deadlines, and information about the prize. To ensure a seamless user experience, we employed a premium third-party quiz creation platform, offering a modern and interactive interface that was both entertaining and easy to navigate.
Interactive Design
The quiz was designed to be educational and engaging. Each question included a reference to a related article where users could learn more about the topic and find the correct answer (e.g., “Tip: Not sure about the answer? Find it in this article.”). If users selected an incorrect answer, they were guided to the relevant article via a direct link and could return to try again until the correct response was submitted. After successfully answering all questions, participants were required to register for the raffle and provide consent for personal data collection, ensuring GDPR compliance.
Promotional Strategy
Once the quiz was finalized and all legal information provided, it went live on TravelSmart.bg. To maximize its reach and engagement, we leveraged all available marketing channels, including TravelSmart’s newsletter, Facebook, Instagram, Viber, Telegram, push notifications, and targeted paid advertising campaigns.
Results
The quiz ran for the designated participation period and concluded with over 8,000 participants, a figure the GNTB described as an outstanding success based on their previous campaigns in other countries. Following the quiz’s conclusion, the GNTB received a list of participants’ email addresses, in accordance with the quiz rules, and conducted a random draw to select the winner. The grand prize—a weekend getaway for two in Frankfurt, including flights from Sofia and hotel accommodations—was awarded to the lucky winner.
Yantria was introduced to me by the Marketing Manager of Lufthansa Bulgaria as we were jointly looking for a company to build, host, execute and market our annual quiz aiming at promoting Germany as a cultural travel destination. Mr. Martin Totev made a very good impression to me from the very beginning with his high-level professional approach with a clear structure and goal-oriented planning behind it. He managed the entire process of creating and designing the quiz very smoothly even though he had to coordinate with two partners – the GNTB and Lufthansa. He introduced a modern interactive solution that made the user’s experience considerably more pleasant and attractive. This not only contributed to the higher number of participants but also to the better positioning of the GNTB and Lufthansa brands.
The result of our partnership was outstanding. We managed to attract 8010 participants who answered the questions correctly, and promote German architecture (as the 100th anniversary of Bauhaus was the topic). I have to say I really liked cooperating with Mr Totev, not only because of his high expertise in digital marketing and knowledge of the audience he was addressing, but also his clear understanding of what is important for our organizations. The marketing standards of the GNTB and Lufthansa are very high and we only cooperate with partners who can comply with them. In addition, he strictly followed all of the terms and conditions in regards to corporate representation, personal data collection and the general message of the marketing campaign.
Overall, I can only highly recommend Martin and the services of Yantria Ltd. to any company that is looking for a valuable partner for strategic marketing campaigns.
Ana Vjetrov
Marketing and Sales Manager and the German National Tourist Board
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