Section
Travel
Task
Brand building
Solution
Podcast
Service
Concept
Editorial
Production
TRAVEL STARTS IN THE MIND
Close your eyes, listen and escape into a dream world: Inka Schmeling and Kathrin Sander take listeners on magical trips meandering through some of the most beautiful locations in Germany and beyond in the podcast series “Reisen beginnt im Kopf”. Each episode allows users to escape to a faraway place in their mind. With a clear chronological structure, hosts and listeners embark on a journey to faraway places and take a well-deserved break from the humdrum for 30 to 45 minutes.
The MERIAN podcast series “Reisen beginnt im Kopf” first launched in 2020. Since the start of 2021, a new episode has been released every 14 days, always at 12 pm on Friday. This is when Kathrin Sander and Inka Schmeling treat listeners to a virtual trip to fascinating locations.
In essence, each 30 to 50-minute episode provides an auditory tour through cities such as Hamburg, Munich and Leipzig, or forms part of a series, with three consecutive episodes devoted to exploring the Rhine-Main region and South Tyrol, for example.
The two hosts have a knack for addressing their listeners directly and inspiring them about the destinations. All tips featured in each episode such as museums, hotels, cafés or restaurants are clearly listed in the description along with addresses. Everyone who tunes in to prepare for a trip thus receives a list of all the places worth checking out on their smartphone.
THE MERIAN PODCAST AS DIGITAL AD SPACE
In each episode, the Podcast duo record two commercials in an honest, down-to-earth way. Studies have shown that podcast listeners are familiar with and respond to this type of advertising, often genuinely resonating with ads read by the host.
The best part is that the podcasts can be released on a wide range of channels, making them a highly attractive tool for tourism marketing companies and other tourism industry players, such as museums or cultural centres.
Episodes of “Reisen beginnt im Kopf” can also be integrated into related articles and topics on other websites.
