How to stay aware of the region even during travel restrictions
Dresden Marketing GmbH is the tourism office of the city of Dresden and the Elbland region (Dresden Marketing Board, Visit Dresden Elbland) - the cultural and tourist center of East Germany. Situated along the Elbe River, Dresden has long been called the "Venice of the North". Tourists are attracted by its majestic architecture, culture, art, picturesque wineries and castles, accessible to travelers all year round.
In the fall of 2021, the management of Dresden Marketing GmbH again turned to the SEA Company with a request to help maintain awareness of the life of the city and the region during the period of coronavirus restrictions and the absence of direct flights. This task is due to the fact that tourists from Russia are in the TOP-3 nationalities in terms of the volume of tourist trips to Dresden. It was strategically important for the Dresden government to keep the media space up to date with information about the region's tourism opportunities in order to create the effect of pent-up demand.
SEA Company specialists developed a supporting PR campaign with the placement of native articles in several major Russian media. Editorial (PR) articles have a number of advantages over direct advertising, as they are written by journalists whose opinion is more credible than publications with a "advertisement" label, and the presentation of the material itself looks more "live".
The PR and Advertising Department of the SEA Company identified 3 main themes (directions) of press releases: art & culture, cinema and winemaking. A separate press release was written for each topic with up-to-date information about the events and opportunities in Dresden and Saxony.
After the text materials were approved by the project PR-manager, journalists were pitched for the subsequent publication of editorial articles on the chosen topic.
The theme of winemaking was of interest to the magazine Harpers Bazaar, which later published a review article on Saxon wines.
The theme of cinema found its place in Cosmopolitan magazine, which published an article about Dresden as a site where cult Hollywood films were shot.
The theme of art and culture interested journalists from the largest women's media Woman.ru, who spoke about the city's event calendar in their article.
The total AVE was more than 45,000 euros, and the cumulative reading of the articles was more than 110,000 people.
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