Lake Balaton is taking center stage in a wide-ranging tourism campaign in Germany. Organized by VisitBalaton365, Sachsen TV—a leading player in the Saxon media market—filmed in the region this week. The crew visited the lake’s most popular and exciting destinations—including Siófok, Hévíz, Keszthely, Balatonfüred, and Tihany—to showcase Lake Balaton’s diversity to German travelers in an experience-based magazine program, reported turizmus.com.
The filming was made possible thanks to the cooperation of the local communities. The timing of the campaign is no coincidence, as so-called “nostalgia tourism” (Nostalgietourismus) is currently booming in the German tourism market. German industry analyses confirm that as a counterbalance to the accelerated, digitized pace of everyday life, German travelers have developed a growing desire to reminisce about the past, seek a sense of security, and relive memories from their youth.
In the Saxon source market, Lake Balaton—as an emblematic meeting place from the pre-regime-change era that symbolizes freedom and encounters—holds immense nostalgic value.
The Sachsen TV program builds on this strong emotional connection while showcasing how this destination, once associated with a retro lifestyle, has transformed into a modern, premium, year-round European destination.
Lake Balaton. Photo: MTI/Vasvári Tamás
The footage will be used to produce a 25-minute, fast-paced, and interactive episode as part of the channel’s popular program Lieblingsorte (Favorite Places). Sachsen TV is supporting the promotion of Lake Balaton in Saxony with a comprehensive, multi-channel media package:
Television reach: The 25-minute program will be broadcast for an entire week across the entire Sachsen Fernsehen network, with at least five repeats during that time, ensuring maximum coverage across the state’s various regions.
Digital and online presence: The entire program will remain permanently and unrestrictedly available on the broadcaster’s website as well as on its YouTube channel.
Radio promotion: During the week of the broadcast, a promotional radio spot lasting up to 25 seconds will air daily, up to 12 times a day, drawing attention to the program and Lake Balaton.
Lake Balaton will be featured on a total of 2,867 digital displays on trams and buses in Leipzig, Dresden, Chemnitz, and Plauen. A 25-second promotional clip featuring highlights from the show will be shown on these vehicles countless times each day.
In addition to public transportation, the same dynamic promotional video will also run almost continuously on the indoor digital displays of German retail chains (supermarkets).
The collaboration with Sachsen TV is a milestone, as after many years—even decades—of absence, we can now bring news of Lake Balaton not only into living rooms, but also onto public transportation in major German cities and into stores. We are simultaneously capitalizing on the strong nostalgia that Saxon and East German travelers feel for Lake Balaton while showcasing our current, modern, premium image to them,” emphasized Kristóf Sztojanovits, international director of VisitBalaton365.
Via turizmus.com; Featured image: Pexels
