In conversation with Sanne Rijnsburger (Account Executive at ACE) about the project. What makes Kampioenen-content different from regular travel journalism?
“This content goes beyond sharing the highlights of a holiday destination by a random travel journalist. The personality of the various Kampioenen plays an authentic and central role in the content, allowing the audience to identify with them. The focus is not on providing practical tips, but on offering inspiration: what beautiful things do you see when you look at the world through the eyes of a Kampioen, and how do they themselves draw inspiration from their adventures for their work as a musician or creative, for example? In this way, we respond to the ever-growing popularity of user-generated content.
In addition, both the Kampioenen platform and the digital edition of the Kampioen are dynamic. Text and moving images are combined, allowing you as a reader to really view the world from the perspective of the Kampioen. The video content adds a personal touch and offers the opportunity to distribute the stories in short form via other channels, increasing visibility.”
‘“This content goes beyond sharing the highlights of a holiday destination by a random travel journalist.“’
Why, and how, does ACE PR support ANWB in this project?
“We are familiar with influencer marketing and management. This not only comes in handy when selecting the Kampioenen, but also ensures that we can translate ANWB's wishes into a concrete briefing. In addition, we are well informed about the latest trends in the media landscape, which allows us to think along about new, relevant themes and angles. This allows us to develop strategies that increase the visibility of the content by using various channels.”
ANWB's target group is the whole of the Netherlands - how do you deal with this?
"In order to appeal to different target groups, we work with a varied mix of Kampioenen. They have different ages, but also different expertise and hobbies. For example, we work together with biologist Matyas Bittenbinder, but also with musician and hiker Tim Knol and freelance creative and recreational cyclist Jasmijn van der Zwaan. By not only sharing long-distance and expensive trips, but also content about the special animals that you can find in your own backyard, for example, there is inspiration for every (potential) ANWB member. In addition, we regularly scout new Kampioenen, respond to travel trends, and let Kampioenen share content via their own channels to reach a new audience."
Results in numbers
- We have worked with over 12 Kampioenen ambassadors.
- The Kampioenen have diverse backgrounds and professions, including biologist, musician, presenter, freelance creative and digital nomad.
- Over 40 destinations have been covered, ranging from Drenthe to Normandy and Sweden.