Berlin’s weather is cold almost year round therefore, traveling to a tropical destination is very popular among the German natives. I’ve notice many ads for tropical destinations like Greece and Croatia around the city. In the video above, there’s an example of an ad for the Croatia Airlines. Croatia Airlines is the national airline and flag carrier of Croatia, based in Zagreb. It operates services to domestic and international destinations. Many tourists visit Croatia to experience the country's extensive coastline and well preserved coastal renaissance towns. The country is currently being advertised under the campaign The Mediterranean As It Once Was.
This ad consisted of a poster with two pictures, the text in German and clearly the website. It was located in the Friedrichstrasse metro station, one of the main metro stations in Berlin. A lot of people pass through this station daily including tourist which makes it a great place to advertise. The video was placed on the wall of the station right where the train passes by. This is a good strategy because the audience is captive since they’re facing the wall while they’re waiting for the train. Although the ad was well placed in an area where they could reach their target market, the exposure only lasted approximately 5 seconds. Also the repetition was poor as it was shown about every 15 minutes or more. Since it didn’t have a lot of repetition and the exposure was poor it was definitely lost in the clutter of the other ads.
Berlin is well known by the great advertising creative strategies, but this destination ad was the exception of the rule. A billboard for example, would have been better to put this poster. The videos on the wall is a great media for advertising but not so much for posters, unless the exposure time is more and the frequency is also more often.
http://en.wikipedia.org/wiki/Croatia_Airlines
http://www.youtube.com/watch?v=jmNZE4MzM3g
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I am happy you saw this ad. I feel like going to Croatia now. I know we saw the campaign for marketing Malta. The perspective on another country is insightful. Advertising in Friedrichstrasse train station is a good idea. I think of all the stations we went this gets the most traffic. I agree with your idea of a billboard. People driving cars will be frustrated to be in traffic and will want a get-away. i noticed restaurants have brochure stands. A brochure in the stand would be a good idea too for attracting tourists to Croatia. David Diaz
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