Why travel far when your dream holiday begins just outside your patio door? That is the central message of the German Swimming Pool & Wellness Association’s (bsw) new summer campaign, developed together with the marketing agency adlantis. A series of short, entertaining video clips celebrates one of the most relaxing holiday experiences imaginable: spending summer by your own pool.
The campaign highlights that relaxation does not have to start at the airport. While many holidaymakers begin their vacation by packing suitcases, sitting in traffic or waiting in long airport queues, pool owners can start enjoying their time off instantly. Just open the patio door, dive into the water and unwind. It is difficult to imagine a more convenient way to enjoy the holidays.
Maximum flexibility, zero travel stress
Owning a private pool also eliminates many of the inconveniences associated with traditional vacations, such as crowded beaches, busy hotel buffets or the daily search for an available sun lounger. Instead, a pool at home offers privacy, comfort and complete flexibility whenever you want to swim or relax.
And unlike a hotel stay, the holiday feeling does not end after a week or two. A private pool transforms the garden into a personal retreat that can be enjoyed throughout the summer and well beyond.
The new video campaign is currently being promoted across bsw’s social media channels, reaching a wide online audience.
Share the message
All bsw member pool builders were also given the opportunity to receive a customised version of the campaign for their own marketing activities. Now the goal is simple: share, like and increase the campaign’s reach. Every additional view helps raise awareness of the many benefits of owning a professionally built private pool and reinforces the message that sometimes the perfect holiday destination is only a few steps from your front door.
After all, the way people spend their holidays has constantly evolved. Years ago, families drove for hours to southern Europe in search of dolce vita. Later came package holidays, followed by all-inclusive resorts with entertainment programmes. So why shouldn’t the next holiday destination simply be home? This idea is at the heart of one of the campaign’s latest video clips.
Additional online advertising campaign
To further promote the concept of holidays at home, bsw has also partnered with press distribution service AkZ to place digital advertisements in a range of online news outlets. The campaign explains why the most beautiful holiday island may actually be your own backyard.
The advertisements also address sustainability by highlighting an important fact: in a professionally built swimming pool, the water can remain in the pool for several years with proper treatment and maintenance. Enjoying a private pool and protecting natural resources are not mutually exclusive. Professional pool builders make both possible while allowing homeowners to experience a relaxing holiday without ever having to travel.
