German low-cost airline Eurowings, the State Tourist Board Baden-Württemberg, Europa-Park, and Stuttgart Airport have once again partnered to promote their destinations and brands in the UK via a Virtual Reality experiential activation at Westfield Stratford City.

Created by London based communications agency, collab-ed, the UK Summer campaign built on last year’s award-winning #nextstop campaign to once again encourage Londoners to discover the beautiful SouthWest of Germany via convenient Eurowings flights between London and Stuttgart Airport.

In 2016, Ed Euromaus, the mascot of Europa-Park, was welcomed by Londoners as they helped him find the #nextstop for his bus in a campaign also created by collab-ed. This year, Ed returned to take Londoners on a virtual reality journey to his home, Europa-Park, in Baden-Württemberg.

The 2017 campaign centred around a VR experiential activation in Westfield Stratford City where visitors could check-in to #FlyWithEd on board his special Eurowings plane to the Sunny Side of Germany; touching down in Stuttgart Airport to discover the Black Forest, before taking a rollercoaster ride through Europa-Park, Germany’s largest theme park.

Campaign seeding via social media continued the narrative from last years’ campaign whilst this year the reactions of visitors were videoed and shared across the campaign channels via the hashtag #FlyWithEd in order to drive social amplification.

Additional Out Of Home activity consisting of digital OOH throughout Westfield Stratford City and print OOH throughout Stratford International Station further promoted the VR experiential activation.

Visitors also had the opportunity to extend the experience via campaign gifting, with VR cardboards and a free digital download of the Coastiality app (App Store & Google Play) enabling the experience, and partner brands, to reach directly into the homes of an even wider audience.

“The response has been fantastic,” says Manuela Spröwitz, International Marketing Manager at Eurowings. “The 360° video is a great tool to inspire visitors to travel with Eurowings to Europa-Park and the region. We are really happy to increase the awareness of our flight offers with this innovative and exciting flying experience – on ground!”

“It’s been great to be able to build on last year’s success and really take this story to the next level”, says Nichola Kirkman, Creative Director of collab-ed. “This year’s campaign has been tremendously well received by Londoners and is yet another indicator to us that audiences are increasingly receptive to innovative marketing and being reached in more meaningful and powerful ways.”

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The Trinidad and Tobago Tourist Board (UK) is running an experiential campaign on Saturday 1st and Sunday 2nd October 2016 at Manchester’s Trafford Centre, to promote the launch of Thomas Cook’s flights from Manchester to Tobago, starting 13 November 2016.

Experiential agency Kreate has put together the Island of Tobago experience, which features a 13m x 5m stand with a palm tree border effect, so physically creating an island in the shopping centre.

True to Tobago, the island will embrace the tropical look and feel and visitors will be fully immersed in the culture of the country, brought to life by an array of activities. Four zones within the island will all offer a unique experience:

• Relaxation – a relaxing beach setting, featuring a reception desk and brand ambassadors who will meet and greet guests to give them an overview of the island and the experiences they can immerse themselves in.
• Adventure – a physical-digital biking challenge with prompts to showcase various sites across the island to entertain the more adventurous.
• Nightlife – a limbo challenge accompanied by a MC and jazz music featuring videos of various popular night life locations for party-goers.
• Scuba – an opportunity for all scuba and snorkelling enthusiasts to have their photo taken behind a tropical fish tank for a scuba selfie.

Visitors start at an airport-style check-in desk, then travel through the zones, from one experience to another. Digital signage between zones will introduce each experience and footage relating to theme will be available on TV screens. Staff will be on-hand to answer questions, direct visitors to the dedicated microsite and capture data for those who would like more information post-event.

Visitors can take advantage of exclusive offers and take part in various competitions, including the ultimate prize of flights and accommodation for two people. Throughout the two days the experience is live, there will be incentive prizes for Leaderboard activity on the interactive stands.

Visitors will be encouraged to share their experience with friends and family via their own personal social channels.

Activity will be supported by a social campaign geo-targeting consumers within a 60km radius of Manchester Airport with an interest in Caribbean travel.

Sheona Walker, Promotions Analyst, Tobago UK, says: “We wanted Mancunians to live and feel our island and to really bring it alive. Kreate have certainly met the brief and recreated an authentic, emotive experience, which we are confident will engage with shoppers and deliver results. The Tobago Island experience allows consumers to be educated about the destination and immerse themselves in the location – before they decide to buy.”

Duncan McCaslin, MD of Kreate, adds: “Today’s traveller is all about seeking out new experiences. We created the Tobago Island with this in mind. An opportunity for visitors to feel the brand story and live the island experience. We’re confident the work will give the highest expression of the island.”

Kreate is an award-winning Experiential Marketing and Promotional Staffing agency with offices in London, Dublin, Sydney and Auckland. Clients include Budweiser, Mattel, NHS, Stella Artois, Swatch, Warner Bros and Proximo.

Trinidad & Tobago is the southern-most Caribbean island nation, located seven miles east of the Venezuelan coast. The country is home to the largest Carnival celebration in the Caribbean and ranked the happiest nation in the Caribbean in 2013 and 2015, according to the United Nations’ World Happiness Report. It is the birthplace of both limbo dancing and the world famous steelpan, the only acoustic instrument invented in the 20th century.

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