MAIRDUMONT GmbH & Co. KG: Marco Polo Relaunch Campaign

Eye catching POS displays and a new slogan helped MARCO POLO, the travel guide brand, relaunch its entire series in Germany.

Campaign details

Agency: wvp Werbegesellschaft mbHCountry: 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...

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