Nauders on the Reschen Pass is a holiday resort in Northern Tyrol that’s still a bit of a secret tip. The village is part of the Tiroler Oberland region and has close ties to the neighbouring resorts of Kaunertal valley and the surrounding region of the same name, Tiroler Oberland. Each resort has its distinctive factors – they present themselves as a whole but, at the same time, with individual special features. That’s why the tourism destination views itself as a limitless holiday paradise – and that’s how it wants to position itself.
The challenge
The collaboration of three resorts under one umbrella brand posed one main challenge: the conceptualisation of an overarching social media strategy for three experience and recreation resorts. That’s why we chose a strategic focus for all tourism associations that allows them to differentiate themselves via its implementation.
In the social media kick-off with the marketing experts of Nauders, we discovered a pain point: their lack of image material. That’s why the social media team developed a hashtag campaign that Nauders implemented including all recommendations.
#NaudersUndDu (#NaudersAndYou) was born.
The special nature of the project
The focus is on the user: The users were actively included and engaged through content creation and community management. Alongside many new fans and a sharp increase in reach (in defiance of the Facebook algorithm), the campaign became a top source of content. Via Instagram alone, more than 1,000 photos were posted with the #NaudersUndDu hashtag within three months.
To get the most out of this campaign, four influencers were invited to Nauders. In accordance with the personas that were developed for the Tiroler Oberland, they created live testimonials for Nauders. That’s how they boosted the campaign even more in terms of attention and reach.
Key facts (paid and organic) of the campaign across a timespan of two months:
Instagram
more than 1,400 new followers
about 10,200 likes
about 108,500 unique users reached
Facebook
more than 800 new fans
25,800 unique clicks
more than 6 million impressions and more than 5 million unique users reached
Here’s what our customer says
„From the strategy all the way to the implementation and management of the #NaudersUndDu campaign, punkt & komma showed us the right way for our social media activities. An intense and successful collaboration.“
