PAYBACK goes ITB Berlin
PAYBACK is increasingly establishing itself as a travel provider: Customers can book journeys, flights and vacations with numerous PAYBACK partners and collect PAYBACK °Points in the process. In 2024, PAYBACK was present at ITB for the first time in order to position itself in the travel business, address (potential) partners, expand its network and enable customers to benefit even more from the advantages.
Task
PIO planned an innovative communication campaign for PAYBACK in the context of ITB 2024 in Berlin. First of all, it was to draw the public's attention to PAYBACK as a travel partner with charming guerrilla marketing campaigns.
Implementation
We sent the well-known PAYBACK Pointees, mascots of the bonus program, as ambassadors on an adventurous and high-profile journey through Berlin: not only did they treat themselves to a currywurst at the famous Konnopke's snack bar, they also took selfies at the Brandenburg Gate, kissed at the Berlin Wall, took a rickshaw ride and visited the television tower. A camera team and a photographer accompanied them on this adventure.
On top of this, there were cool PAYBACK travel motifs for vehicle and bicycle advertising, which turned out to be extra eye-catchers. The Pointee also walked through the halls and across the outdoor area as a "trade fair visitor" and attracted additional attention. PAYBACK used this extensive footage to advertise on social media and show its presence at and around ITB 2024.
Result
The combination of online and offline marketing measures left a lasting impression. PIO was able to get potential customers excited about PAYBACK. As a result, the company had a large-scale analog and digital presence at ITB 2024, even without its own stand.
