Presentación de Mrs. Marlies Glatz, de la organización austríaca “Vacaciones en granjas” (Urlaub am Bauernhof), sobre "Wie wir leben” – Ganar a través de la autenticidad: Cómo las historias emocionales de la vida rural llenan camas en las granjas turísticas austríacas", en el 8.º Congreso Internacional de Turismo Rural de Navarra http://www.congresoturismorural.es/

1. How authenticity fills beds
in Austrian holiday farms
Marlies Glatz
2017-02-24
Pamplona, Spain
A story can put your
whole brain to work!

2. Austria:
4,200 holiday farms
33,000 tourist beds
1 billion € value creation
load factor of 106 days per year
Carinthia:
400 holiday farms / alpine huts
6,000 beds
About us

3. Video

4. stories.urlaubambauernhof.com

5. Digital lifestyle
Source: The Next Web (facebook)
Via: michaldziekan.com
stories.urlaubambauernhof.com
Source: www.spiegel.de

6. What are we
really
searching for?
stories.urlaubambauernhof.com

7. Distance. Space. Nature.
Being outside.
Getting to know people.

8. Authenticity. Real life.

9. Focused on people & places.
Deeply personal & individual.
Farmers tell their own stories. No speakers.
Let others tell the story of our product.
It’s the story
that matters.

10. Mediastyle
Video, text, photo.
Original and without any glamour.
Retro filter.
Avoiding promotional wording.

11. Video

12. CONTENT on platforms: Multipliers
stories.urlaubambauernhof.com

13. Online Marketing
• Google AdWords (Display and Keyword)
• Facebook-Ads (Photo and Video)
• Youtube Ads (TrueView)
• Instagram Ads
• Remarketing Ads

14. Results
12 stories (from June 2016).
Conversions generated: 778.
One prestigious campaign award (CREOS).
Happy farmers.

15. Goals
• Increase customer loyality (members)
• High quality content
• Revenue generation: bring guests, fill beds
• Improvement of the brand image
„Holidays on the farm in Austria“.

16. To be continued …
In the end of 2018: about 30 stories online
Plus: regional press, Twitter, Blogs, ...
Print product (magazine style)
Best of #WieWirLeben - 12 stories

17. “Stories are used to put
kids to sleep and to
wake up adults.”
Jorge Bucay

18. Thank you.
@landmaedel2pt0
@urlaubambauernhof
Marlies Glatz
2017-02-24
Pamplona, Spain