Syddansk Turisme, Denmark, working with tourism organisations in Denmark.
WHO WAS MEANT TO DO IT?
It was a promotional initiative aimed at families.
WHAT DID THEY DO?
An article was placed in the Danish magazine cycle brochure for 2011. The article was a description of geocaching and how to get started. It aimed to inspire and motivate families to try geocaching in nature.
HOW DID THEY DO IT?
The information on geocaching was an appetiser and inspiration for families with children. Research showed that, in particular, parents have difficulties in understanding the geocaching concept and therefore some printed information was created and placed in a out-door magazine targeted at families.
40,000 copies of the brochure were printed.
The distributers were asked to give feed-back on the effect of the brochure at the end of 2011.
HOW MANY PARTICIPATED?
No data available.
DID IT WORK?
The article was placed in the magazine as planned.
The advert explained geocaching in detail. It can be recommended to market geocaching in connection with cultural sights, in order to increase the experience.
WAS IT SUCCESSFUL?
The advert gave a good explanation regarding how to geocache and how to behave in the nature. It was created after talking to rangers and geocachers, who all liked the idea and at the same time were concerned about nature preservation.
However, the distributor of the magazine closed and therefore it was not possible to evaluate the benefit of the advert. The marketing agency who created the brochure did not did not carry out any research on the effect of the brochure before it closed. Therefore, it is recommended that an agreement is made in writing to include evaluation before commissioning such an advert and supporting evaluation work.
Geocaching is an outdoor activity and the cache owners can indicate on the website www.geocaching.com if their cache can be found by wheelchair.
The advert intended to get more families outdoor active.
The advert intended to inspire local people in the area of South West Denmark outside and show the scenic places to visitors.