On April 28th, the Globus Awards were presented to travel agencies with smart marketing campaigns and creative videos in Frankfurt am Main. There was also a special prize in the “Social Commitment/Sustainability” category. In this series, we feature one of the top finishers every day, today the Third place in the category “Best Travel Agency Action”. The prize went to Reisecafé Stoffregen in Dortmund.
Can tourism help to increase the vaccination rate in Germany? “Yes”, said the initiators of the travel agency initiative “We are all tourism – together we are strong” in autumn 2021. The idea: “We will start a vaccination campaign. And directly in the travel agency. Because vaccination and travel are inseparable in times like these.”
Initial spark for other travel agencies
What followed was probably the first vaccination campaign in a German travel agency. And maybe the idea of the five travel salespeople Petra Dyk, Anke Mingerzahn, Joerg Franzen, Marion Tibursky and Michael Draeger was even the initial spark for similar campaigns by other offices.
As so often, the path from the idea to implementation was more difficult than expected. Michael Draeger, office manager at the Stoffregen travel café in Dortmund, telephoned the authorities, received city officials at the travel agency and implemented the necessary hygiene requirements. The action alliance had previously proposed the idea to the Berlin Ministry of Health – after all, travel agencies are present nationwide and have just enough capacity. The ministry waved it off, while Dortmund finally said “yes” after a long period of educational work: Draeger got the green light for the campaign and started marketing.
Cooperation with the Association of Statutory Health Insurance Physicians
Customers and non-customers were informed via flyers and newsletters, press releases were sent and social media posts were put online. In mid-October, the travel agency team, together with the Association of Statutory Health Insurance Physicians and a Dortmund vaccination team, stood ready in the Reisecafé – and were overrun. “I thought that if 20 people who wanted to be vaccinated came, we could already speak of success,” admits Draeger. At the end of the day, 245 people had already been vaccinated. Wow.
Just as cool: Most of them have never been to the travel café before, quite a few expressed an interest in getting in touch when planning their next vacation. In the meantime, the first bookings from new customers have been made. At the Globus Award, the travel café Stoffregen is an example for all those travel agencies that have campaigned for the topic of vaccination. Sometimes that wasn’t so easy: time and again committed travel sellers had to listen to criticism from opponents of vaccination.
The jury saw it differently. Her verdict: “Actions like this have helped to put the pandemic a little behind us.” The ta team agrees.
An overview of all winners of the Globus Awards can be found on the homepage of.
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