Campaign details

Agency: wvp Werbegesellschaft mbH
Country: Germany

Background

MARCO POLO – the travel guide series with the "Insider Tips" – is probably the best-known brand in the segment and market leader with an approx. 20% market share. The relaunch of the entire series with an innovative cover concept and a number of new features was to be rolled out, the highlight being the new Experience Tours complete with free app and update service.

One challenge here was the general downturn in the stationary book trade, partly due to strong competition from online shops. However, MARCO POLO is strongly positioned to defy the general downturn in the industry and stay on course for success: one in four travellers using a travel guide opt for MARCO POLO. A total of six million people per year take a MARCO POLO travel guide with them on an adventure trip.

Competitors include Polyglott, BAEDEKER, Merian, Lonely Planet and DUMONT.

National Context of the Campaign