Task

Thanks to its location in the heart of Germany, the Harz is ideally suited for short holidays and trips within the country's borders. For families, the opinions of their children are also taken into account when deciding and planning such trips. It is therefore essential that the destination is also attractive for children and young people, both in terms of the on-site experience and the communicative appearance. 

Solution

Based on psychographic and developmental psychological findings, guidelines for communication with children of different ages were first derived. In addition, the influencing factors, motivators and drivers in decision-making processes around travel and leisure activities in families as well as the situation in the competition were examined. In order to address children and young people at eye level, insights from their lifeworld and their media use behaviour were also used. On this basis, a strategic overall concept was developed that enables stringent communication and a consistent presentation along the entire user journey. The psychological needs and experience orientation of the target group are incorporated into the guiding principle.

Result

Based on the basic strategic concept, child-friendly characters are developed, podcasts and moving image content are produced, a website is designed and a magazine is created. A social media strategy is being developed for the older kids. Local businesses are supported through pilot projects, workshops and an implementation manual.

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