PROJECT
Germany National Tourism Board
15 narrative themes consolidated. One agency eliminated. Global content that performs.
15 → 10
Narrative themes consolidated
27%
Content engagement increase
1 agency
Eliminated, overlapping scope removed
3 vendors
Restructured for goal-based KPIs
CLIENT
Germany National Tourism Board
ENGAGEMENT
Focus Blueprint & Execution
SCOPE
Brand & Messaging · Agency & Partner Relationships
OUTCOME
15 themes to 10
About Germany National Tourism Board
Germany NTB was running 15+ active narrative themes across international markets. No single market could absorb the full complexity, so the messaging was fragmenting and the story was getting lost.
01
The Opportunity
The destination had limitless stories to tell, with 41 UNESCO World Heritage Sites alone. Without a narrative architecture to organize them, every market built its own interpretation and nothing reinforced anything else.
02
What We Did
Consolidated 15 themes into 10 core storylines adaptable to each market, and built an architecture that let regional teams execute locally while staying globally coherent. Ran a multi-channel influencer campaign around the UNESCO sites without flying anyone to Germany, and cut an agency with overlapping scope.
03
The Impact
Themes down from 15 to 10, engagement up 27% across markets, one agency eliminated, three vendors restructured around real KPIs, and 600K+ views from the UNESCO campaign.
04