Simply Saxony: #WeStayAtHome

Simply Saxony, the destination marketing campaign for the Saxony region of Germany, works to attract more visitors, business investors and skilled workers to Saxony by promoting the region’s rich art and culture experiences, tourist attractions and growing economy. But COVID-19 required an overnight change in our strategy. The Ketchum team helped the client move all marketing efforts online and launch a new campaign, #BleibtDaheeeme (#WeStayAtHome), to engage audiences virtually once they could no longer explore Saxony in person.

The campaign’s website, Facebook, Instagram, YouTube and Twitter channels showcased entertainment ranging from exclusive sofa cinemas and couch concerts with local choirs and musicians, to fitness videos led by top Saxon athletes. On Facebook Live, visitors could take an exclusive guided tour of a Saxon art gallery featuring classical masterpieces from Dürer, Rembrandt and Raphael, and tune into children’s entertainment programs produced by popular Saxon entertainers. By showcasing unique local talent and attractions, Facebook interactions have increased 400%, and there have been more than two million views of the videos since the end of March 2020—all of which continue to boost brand affinity for Saxony while #WeStayAtHome.