The “Urlaub am Bauernhof” (“Holidays on the Farm”) brand offers quality-tested holidays at Austria’s most beautiful farms. All businesses that carry the “Urlaub am Bauernhof” trademark are tested by the association according to standardised regulations: for instance, in the categories of farm quality, amenities and offered services.
The challenge
The Urlaub am Bauernhof federal association offers a holiday platform for two stakeholders: for hosts all across Austria and, of course, holiday guests. The association coordinates the marketing endeavours of the individual federal states. The respective states also have their own offices and support the hosts and farmers directly in the regions. The main challenge lies in individually positioning each federal state without losing sight of the umbrella brand. After all, each state has its own, individual marketing strategy as well. Despite all state-specific characteristics and particularities, the marketing strategy has to be implemented across the whole of Austria.
The special nature of the project
The extensive marketing support, which included the conceptualisation of a strategy for Urlaub am Bauernhof, addresses customers as well as the individual federal states. Among other activities, the strategy involved a shared social media presence for Urlaub am Bauernhof. In a special workshop, social media goals, personas, a consistent visual language and Facebook and Instagram management issues were discussed and defined.
One thing that is special about this all-inclusive project is the combination of photography and social media. Four seasonal photo shoots all over Austria ensured close contact to the customers, or in this case, the farmers. It was not only incredibly fascinating to see life at the farms first hand but the experience also provided invaluable inputs for content creation. Because who could tell better stories about farm life than the farmers themselves?
