As we’ve seen across almost every sector this year, the ability to adapt to the pandemic, to rethink strategies and establish new objectives, has been the key to survival. At the start of the pandemic AM+A acted swiftly and decisively, working closely with clients to devise new strategies and campaigns that would act as effective brand reminders while UK travellers were forced to stay at home.
There’s no doubt this has been a difficult year, but we’re very proud of what we’ve achieved. Here’s a rundown of our top agency highlights in 2020.
1. The #CheersFromCzech campaign
At the height of the first lockdown we partnered with Budweiser Budvar on a brand reminder campaign for CzechTourism, establishing reasons to pause and not cancel trips to the country, whilst also bringing authentic Czech experiences to consumers during lockdown. The two-phase, collaborative campaign included #CheersFromCzech care packages and a large online ‘Virtual Czech In’ event alongside Traverse.
The campaign exceeded all expectations, reaching millions of people and driving thousands to the CzechTourism website and social media channels. It achieved a combined reach of 4,100,000+ with over 150 uses of the #CheersFromCzech hashtag. The Virtual Czech In was attended by 130 influencers with a combined reach of 2,225,000+.
2. Slovenia's 'Green Gastronomy' webinar series
As part of the country’s Michelin guide and with people unable to travel to Slovenia during the COVID-19 pandemic, we continued to generate momentum for Slovenian cuisine through a four-part ‘green gastronomy’ webinar series. We recruited leading chefs, restaurants and food producers including Netflix star Ana Ros to take part, and streamed the webinars live on the Feel Slovenia Facebook Page with a reach of over 573,000 people.
The webinars were attended by over 70 media representatives from leading national publications while the live streams generated 20,000 engagements and reached 193,000 people. The webinars also resulted in articles in National Geographic Traveller, The Independent and several food and travel blogs.
3. Poland's Golden Pins campaign
This year, 16 destinations in Poland were awarded Google Maps ‘Golden Pin’ award. One destination from each of Poland’s 16 regions received the coveted award for their popularity as a tourist destination amongst users. To spread awareness for the destinations and their awards, AM+A created the #GoldenPoland digital and social media campaign.
This involved creating a blog for the Poland Travel website, with information on what makes each destination special, in addition to setting up a series of targeted social media adverts aimed at millennials, young couples and Gen Z travellers with direct flights to Poland (London, Manchester, Dublin etc). The targeted posts drove traffic to the blog, generating 3,397,047 impressions and a reach of 2,027,882. The campaign was so successful it was run in several other markets by the Polish Tourism Organisation across the globe.
4. Wales Coast Path's ITV series launch with Visit Wales
As international travel ground to a halt, we shined a light on the breathtaking offerings available right here in the UK in a collaboration alongside the Wales Coast Path, ITV Wales and Visit Wales. In addition to promoting the new series ‘Wonders of the Coastline’ on ITV Wales, the live-stream ‘Welcome back webinar’ also provided homebound viewers a chance to get informed and inspired about the Welsh coastline as the national lockdown began to ease.
The webinar has been viewed over 42,000 times to date, which accumulated after being cross-posted to Visit Wales Facebook page which has over 1 million followers and shared via ITV Wales who have over 200,000. The live webinar generated over 84 pieces of regional and national coverage, including The Sun, Travel Bulletin and Press Association.
5. Magnetic Latvia LinkedIn campaign
We were contracted to launch a brand new Magnetic Latvia Business UK LinkedIn page that offered insights into key Latvian sectors through research, in addition to developing news stories and trade opportunities.
We created a media centre using in-house infographic design posts, supported by weekly news round-ups and in-depth sector insights. The Magnetic Latvia Business UK LinkedIn page generated 48,913 impressions, 2,956 clicks and 890 reactions within a four month period. The page also gained over 600 followers in a three month period and maintained an average engagement rate of 8.99%.
6. ‘Vilnius, amazing wherever you think it is’ OOH campaign
Using the slogan 'Vilnius, amazing wherever you think it is', we ran an OOH advertising, media buying and digital marketing campaign in early 2020 to spread awareness of Vilnius as one of 2020's must-visit destinations for key UK and European audiences.
The campaign ran across London, Liverpool and Berlin with adverts placed in key London footfall locations including Liverpool Street, Victoria and Kings Cross. The campaign generated over 17.8 million impressions including 6.2 million across 46 London underground stations and 2.5 million in key London train stations.
7. CzechTourism's ‘Time to Heal’ campaign
With wellness tourism set to be one of the strongest growth sectors post-COVID, we undertook an integrated ‘Time to Heal’ campaign for CzechTourism, encompassing webinars, newsletters, press pitching and advertorial. We generated coverage in specialist spa media, shared key industry news through newsletters and partnered with three leading Czech health resorts on an engaging online webinar series.
Editorial coverage reached over 90,000 people, newsletters were distributed to over 1,000 specialist contacts and our webinars were attended by 70 industry specialists, journalists and health professionals. The campaign successfully promoted the Czech Republic as a leading European health and wellness destination for 2021.
8. Promoting Sharpham Park's spelt products
This year, we dove into the world of healthy food and drink with Somerset-based spelt producer Sharpham Park. This was a hugely exciting campaign, with more people than ever before opting for healthy and sustainable food alternatives. We began by prioritising on the lockdown bread baking craze before helping launch various new products including a spelt milk alternative and luxury Christmas hampers.
With coverage in a variety high profile publications including the Daily Mail, the Daily Telegraph and the Sunday Times emphasising spelt’s many health benefits and nutrients, we made sure that 2020 was the year that spelt started going mainstream.
9. Bohinj Tourism Green Movement LinkedIn campaign
During the latter half of the year we undertook a campaign to increase the reach and followers of the Tourism Bohinj LinkedIn page. The overarching aim has been to promote Bohinj’s pioneering a new destination-first sustainable tourism model, positioning it as one of Europe’s leading green tourism destinations.
Twice weekly posts have focused on Bohinj’s core sustainable messaging, while also highlighting leaders in sectors such as nature conservation, supply chains and soft transport through eye-catching infographics. Page visits have increased over 300% in five months, and our posts have increased monthly impressions from less than 2000 in July to over 4,000 in December. Our efforts have also been praised by the national tourism board.
10. Another year of high profile Slovenia coverage
In spite of the ongoing pandemic, 2020 was another great year for Slovenia in terms of high profile coverage. We ensured that Conde Nast Traveller named Slovenia as their number one destination to visit in 2021, while Lonely Planet named Lake Bled the best experience in Europe in their annual Ultimate Travel List.
We were able to host journalists from publications including The Guardian, The Daily Telegraph, National Geographic Traveller and Geographical magazine. Our ongoing promotion of Slovenia’s ‘green gastronomy’, the European Region of Gastronomy 2021 and new Michelin Guide generated coverage in the Independent and The Times.