presentation #wiewirleben 8º congreso internacional de turismo rural reyno de navarra
TRANSCRIPT
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How authenticity fills beds
in Austrian holiday farms
Marlies Glatz
2017-02-24
Pamplona, Spain
A story can put your
whole brain to work!
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Austria: 4,200 holiday farms
33,000 tourist beds
1 billion € value creation
load factor of 106 days per year
Carinthia: 400 holiday farms / alpine huts
6,000 beds
About us
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stories.urlaubambauernhof.com
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Digital lifestyle
Source: The Next Web (facebook) Via: michaldziekan.com
stories.urlaubambauernhof.com
Source: www.spiegel.de
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What are we
really
searching for?
stories.urlaubambauernhof.com
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Distance. Space. Nature.
Being outside.
Getting to know people.
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Authenticity. Real life.
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Focused on people & places.
Deeply personal & individual.
Farmers tell their own stories. No speakers.
Let others tell the story of our product.
It’s the story
that matters.
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Mediastyle
Video, text, photo.
Original and without any glamour.
Retro filter.
Avoiding promotional wording.
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Online Marketing
• Google AdWords (Display and Keyword)
• Facebook-Ads (Photo and Video)
• Youtube Ads (TrueView)
• Instagram Ads
• Remarketing Ads
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Results
12 stories (from June 2016).
Conversions generated: 778.
One prestigious campaign award (CREOS).
Happy farmers.
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Goals
• Increase customer loyality (members)
• High quality content
• Revenue generation: bring guests, fill beds
• Improvement of the brand image
„Holidays on the farm in Austria“.
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To be continued … In the end of 2018: about 30 stories online
Plus: regional press, Twitter, Blogs, ...
Print product (magazine style)
Best of #WieWirLeben - 12 stories
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“Stories are used to put
kids to sleep and to
wake up adults.”
Jorge Bucay
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Thank you.
@landmaedel2pt0
@urlaubambauernhof
Marlies Glatz
2017-02-24
Pamplona, Spain