NEW YORK: The German National Tourist Office has selected MMG Mardiks as its AOR in an effort to ramp up its social media presence among US travelers and tourists.
The agency was chosen after a competitive RFP process in which seven agencies participated.
The agency will promote emerging city destinations in Germany and increase tourists' awareness of places to visit in the country besides Berlin. German engineering will also be a significant part of a Twitter campaign, because this year marks the 125th anniversary of the first automobile, the Mercedes.
Victoria Keefe Larson, PR manager of North America for the German National Tourism Office, confirmed the organization's decision to hire MMG, but declined to comment further.
“The focus of the account is to increase the Office's presence in social channels and use social channels to reach a broader range of digital media outlets, as well as traditional and travel and lifestyle media,” said Charles Mardiks, managing director at MMG.
According to Mardiks, MMG will reach niche audiences through Twitter and target family travelers, as well as the culinary, wine, and beer market, as Germany produces 50,000 types of beer and has 13 wine-growing regions.
“One of the great things about digital and social channels is they allow you to isolate niche markets and engage in conversation directly with those audiences,” he added.
Using travel bloggers and Twitter parties, a digital space where consumers and members of the media can interact in a chat room-like setting, MMG will get the word out about upcoming events and travel opportunities.
The Office will not initially use Facebook in its social outreach, but Mardiks said the PR firm hopes to incorporate other digital channels in the campaign in the future.
MMG currently has two domestic travel clients—the Sarasota Convention & Visitor's Bureau and the Colorado Tourism Office—and is looking to increase its destination client base around the globe.