Throughout 2023, KLEBER GROUP served as the exclusive representative for Georgia Tourism in the German market, handling a comprehensive range of PR and trade activities. The allocated budget exceeded £800,000.
Kleber Group was tasked with building brand awareness of Georgia in the German market as a leisure destination through the development of paid+organic social media strategies, PR strategy, ITB concept, event organisation.
The campaign involved a multifaceted approach encompassing media and trade activities such as monthly travel trade newsletters, press releases, sales calls, media pitching, and educational initiatives like e-learning and workshops. Digital marketing and social strategies included Google Ads, Social Ads, and Organic Social campaigns targeting specific demographics. Additionally, in-person events played a crucial role, featuring the hosting of ITB Berlin, Fam trips, press trips, roadshows, showcookings, and a literary evening.
The results of the campaign were impressive across all areas. In media and trade, the campaign secured features in top-tier German outlets and achieved high engagement metrics from workshops and e-learning initiatives. Digital marketing and social efforts generated significant clicks and reach metrics from Google Ads, Social Ads, and organic posts. In-person events also saw strong success, with notable attendance metrics from ITB, active trade and media engagements, and specific achievements from showcookings, the literary evening, and ITB activations.
