ETC intends to commission the development and execution of a marketing campaign (also referred to as the project) under the claim ‘Wild Soul of Europe’ to a marketing agency (hereinafter referred to as the contractor) to promote slow adventure experiences in Europe as a whole and in Serbia and Montenegro in particular to the Chinese market. The promotional campaign is targeted and must be well-suited for the niche community of travellers with a specific interest in adventure, nature and outdoors experiences. These travellers seek out personaliszed experiences, including private tours, outdoor activities, unique accommodations (e.g. castles, local homes) and engaging with the locals.

For more information: https://etc-corporate.org/tender/wild-soul-of-europe-slow-adventure-campaign-in-china/

ETC intends to commission the development and execution of a marketing campaign (also referred to as the project) under the claim ‘Wild Soul of Europe’ to a marketing agency (hereinafter referred to as the contractor) to promote slow adventure experiences in Europe as a whole and in Serbia and Montenegro in particular to the Chinese market. The promotional campaign is targeted and must be well-suited for the niche community of travellers with a specific interest in adventure, nature and outdoors experiences. These travellers seek out personalised experiences, including private tours, outdoor activities, unique accommodations (e.g. castles, local homes) and engaging with the locals.

These interests connect with the community of immersive explorers; those who have a strong desire to connect more with nature, but their working patterns and urban lives often prohibits this. They therefore seek to fulfil their connection with nature through tourism and recreational experiences. They prefer slow, immersive journeys through remote and natural places, in search of health and well-being. They value original nature, clean environments, unbuilt landscapes and quietness. They are early adopters, willing to try new destinations, activities and travel products, as well as high-value customers, willing to pay a premium for exciting and authentic experiences.

Within the above interest-based community, the campaign must specifically appeal to affluent (semi-)Free Independent Travellers (FITs) from urban ‘melting pots’ travelling for leisure who are at the dreaming, consideration and/or sharing stage of their travel cycle and help drive them down the path to purchase. There is a particular interest in engaging repeat visitors to Europe as opposed to first-time visitors.

This project comprises the three indivisible assignments which are described in the following paragraphs:

1) Creative and content production

Creative design, development and production of inspiring and engaging editorial and video content. The contractor is expected to manage all aspects of the campaign, including concept, creatives, design, content, ad-serving, data management, reporting and tracking. Content must cover a range of experiences that highlight Europe in general and the destinations in focus, in particular around nature and outdoor experiences. The content must be developed and edited in the local language, presenting a bespoke and tailored approach for the target interest-based community.

2) Consumer engagement campaign (B2C)

Distribution and advertisement of the produced content to B2C target audiences.

3) Trade (B2B) marketing activity

The contractor must re-purpose the content to educate, build destination awareness and drive conversion among key niche travel trade professionals or travel agents, with delivery of original features and video content distributed digitally.

For more information: https://etc-corporate.org/tender/wild-soul-of-europe-slow-adventure-campaign-in-china/