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Germany targets UK students with TravelMeister Facebook campaign


By The Drum Team, Editorial

November 7, 2011 | 2 min read

The German National Tourist Office is working with Newcastle agency Different on a Facebook campaign to find the perfect youth ambassador for Germany.

UK university students have until 12 December to submit a 50-word application on Facebook explaining why they would be the ideal 'TravelMeister'.

The winner and a friend will then go on an 8-day trip to the country where they will be given a new task every day - such as skiing at an indoor alpine centre or exploring the moated castles of the Muensterland by bike.

Equipped with a tablet computer, they will post daily reports about their experiences in Germany on Facebook.

The tourist board hopes it will encourage more young people to see the country as a fun and exciting travel destination.

UK and Ireland director Klaus Lohmann said: "Students are an important target group for us. Germany’s diversity has great appeal to young people. It offers a host of cool cities and captivating landscapes, great shopping, the arts and a vibrant nightlife.

"The TravelMeister campaign allows us to further leverage this appeal, and we are hoping to increase the awareness amongst students here in the local market.”

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