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Youth travellers discover & contribute to Destination Germany campaign

June 28, 2013 DESTINATION No Comments Email Email

Destination Germany’s ‘Youth’ website has hit an exciting milestone, with more than 100,000 users since March visiting to discover and recommend their own top youth destinations in Germany.

This site is part of the German National Tourist Board’s (GNTB) social media campaign, ‘Youth HotSpots in Germany – share the moment’, and is a reflection of the increased focus on multimedia interaction by the GNTB. Visitors to Destination Germany’s youth website will discover countless valuable tips for their travels in the country in an interactive map which includes recommended bars, shops and museums. This map is constantly expanding, as users are asked to contribute their personal recommendations.

Video content

In conjunction with the GNTB’s campaign, the ‘Youth’ website is also being added to with content from bloggers. American video blogger Jeremy Fischer is currently journeying through all 16 German Federal states collecting footage for a video about the hottest youth destinations in Germany. Jeremy’s itinerary is based on a survey of German youth about the best places to visit, and includes the ‘Rock am Ring’ music festival in Nuremberg, the Porsche Museum in Stuttgart and the Medienhafen in Duesseldorf. He will also visit historical and natural sights such as the Königssee in Bayern, the Wartburg in Thuringia and the Sanssouci palace in Brandenburg. These initiatives by the GNTB are a nod to the power of user generated content, word of mouth marketing and the growing importance of video to consumers. “The increased use of video content and short films speaks to the gradually changing patterns of media consumption, and user demand for conversation and information in equal measure,” says Petra Hedorfer, Chief Executive Officer of the GNTB. Indeed, according to a survey by the German Federation for Digital Economy, 77% of internet users watch online video, with 33% stating they watch videos at least once a week.

“Globally the situation is similar, with the 2012 Nielsen Multi-Screen Media Report from finding the figure at 74%, with 28% of respondents watching videos on their mobile devices every day,” continues Hedorfer. “Online video content and multimedia projects allowing for user interaction are therefore essential communication tools when addressing younger audiences in particular, and will increasingly become key components in the international marketing strategy of Destination Germany.”

Jeremy’s tour is being supported by the GNTB as well as the tourist boards of each of the 16 German states.

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