By synergising tourism with fashion and lifestyle products, Grafenstein creates successful presentations for all partners
Destination Product Placement, a new product created by Grafenstein Freizeit- und Tourismuswerbung GmbH, brings together tourism and fashion and lifestyle products creating added value for all stakeholders.
In agreement with the destination, the Berlin agency facilitates the use of unique shooting locations saving fashion and lifestyle partners the sizeable costs of a photoshoot (such as transfers, accommodation, catering, use of locations etc).
In exchange, the destination is given more visibility in the fashion and lifestyle brand’s marketing measures, giving the respective brand a high-profile, eye-catching recharge.
According to Daniel S. Menzel, one of the company’s two managing partners, “both sectors are rooted in emotional experience. A piece of clothing is a statement, not just a garment; a label has to evoke emotions. The same applies to tourism. Tourism destinations as well as fashion brands have to awaken sensations as well as emotions and impressions in the minds of its target audience.”
The marketing departments of the fashion and lifestyle industry are faced with the challenge of having to create new experiences – or rather brand environments – every season. This is the only way to market products and trends attractively; something that tourism can facilitate.
Menzel: “Based on our long-standing relationship with tourist destinations we are able to trade with fashion and lifestyle brands by offering unusual contexts and surroundings. Depending on the values, colours and designs of a collection we can provide access to the right destinations and actual shooting locations.”
According to Menzel, there is already considerable interest. Grafenstein is ready to kick-off projects with notable enterprises from the fashion and lifestyle sectors. “We look forward to strengthening our synergies.”
You can find out more about the advantages of product placement at the ITB. Grafenstein will be in Hall 6.1 at booth 107.
