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L’TUR: I am gone!

L’TUR Tourismus AG

Issue 4 | July 2008

Agency

OgilvyOne worldwide Frankfurt

Creative Team

Christine Blum-Heuser - Creative Director;Bettina Josting - Art Director;Udo Eberhardt - Copywriter;Ramon Dähne - Copywriter

Production Team

Bianca Elbert - Production Manager

Date

February - March 2007

Background

The travel market in Germany is very competitive. For years ‘last minute’ had been the equivalent of ‘low price’, but now low airfare offers and early booking discounts from travel operators and airlines make it difficult for L’TUR to differentiate. The aim of this campaign was not only to communicate the low price of L’TUR’s offers but also to highlight the possibility for people to act and travel spontaneously.

Idea

The agency’s idea emerged from the thought that the offers were so good, people would drop everything as soon as they saw them in order to take advantage. The outdoor execution consisted of a poster which is glued on only halfway so you can still see the previous poster beneath. It almost looks as if the person hanging up the poster has dropped everything midway in order to fly last-minute to London. This impression is further supported by a handwritten scribble: ‘I’ll be back in 3 days to glue the rest!’. The mail piece followed the same idea. A handwritten note inside an empty envelope apologised for the missing content. It looks as if the printers took advantage of the last-minute offer as well and dropped everything to fly to London.

Results

During the campaign period, clicks on L’TUR’s landing page increased by 250%.

Target Audience

Size

500 test mailings

Our Thoughts

Very simple idea – the guy putting up the poster sees the amazing offer and abandons his glueing to go off for a couple of days. You get a letter only half-written and an apology from the printer. The bargain was too good to be missed. The caption writer in a magazine gets to see how cheap it is to go to Majorca and…

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