Brief:

More and more people would like to go on "workation", that is, to combine work with a vacation in a beautiful place. The digitalization of recent years is fueling this trend. But many decision-makers fear that workation has a negative impact on their employees' performance. Our task was to promote the benefits of workation in a radio campaign aimed at corporate decision-makers and travel managers. With Lufthansa Group airlines as partners, taking employees to their favourite destinations.

Idea:

History tells us that workation is nothing new. The most famous writers, artists and musicians have been insanely productive in far-flung, beautiful places. We used this insight to explain to corporate clients and travel managers: workation has always been a good idea!

Solution:

We take listeners on three humorous journeys into the past. In doing so, we tell them what inspired Goethe to write his three most beautiful plays on his trip to Italy, why Van Gogh painted an overwhelming number of paintings in Provence, and how Mozart wrote "Don Giovanni" in Prague. With these three famous examples, we show that a workation is not only a lot of fun, but also allows employees to grow beyond themselves.

Further information & results:

The radio campaign was the centerpiece of a workation activation campaign targeting businesses and travel agencies. The spots were aired in various relevant media such as a business newsletter with 40,000 professional recipients, high-quality radio stations and targeted business podcasts. The largest of them being the Manager Magazine podcast with 480,000 impressions. The campaign assets referred people to our landing page with Lufthansa Group airlines' spots and workation offers. Thanks to the high entertainment value of the spots, we achieved an above-average dwell time (+130% higher than average). We not only inspired decision-makers to plan a workation for employees, but we also positioned the Lufthansa Group as first choice brand for corporate travel.