Challenge:

Establish San Antonio as a viable and attractive destination for the German-speaking market in tandem with the launch of a new seasonal direct flight route (Condor Airlines: Frankfurt – San Antonio). San Antonio was previously unknown in the market and had no established B2C or B2B presence.

Solution:

A comprehensive, multi-layered market entry and flight-launch strategy combining:

● PR and media outreach (launch announcement, background stories, culinary/cultural angles)
● Product development with 7 key tour operators (e.g. CANUSA, America Unlimited, Faszination Fernweh)
● Social media organic storytelling and paid performance campaigns (full-funnel)
● B2C AI-powered campaign to drive direct ticket sales (Condor Airlines POS Germany)
● Press and influencer trips (e.g. Voyagefox)
● Consistent destination messaging: “Hidden Gem”, “UNESCO Creative City of Gastronomy”, “German Roots”, “Texas beyond the stereotypes”

Result:

The campaign enabled market penetration, shifted buyer behaviour and demonstrated how destinations can take ownership of performance outcomes. It stands as a proof-of-concept for AI-powered demand generation and destination-led sales activation in
international source markets.

Social & PR Impact:
● 96M+ total impressions
● 100K outbound clicks to destination/partner sites
● 3.5M reach via social ads, 63K landing page views
● Dozens of high-quality media placements (e.g. FVW,Travelbook, Reisereporter, America Journal)
● Major storytelling coverage: culinary, cultural heritage, Fiesta, German roots

Trade & Product Development:
● +44.4% increase in San Antonio roundtrip products and 7 new operator campaigns (CANUSA, Holidaypirates, USA-Reisen-Experte etc.)
● 1,025 travel agents trained (+22.75% YoY)

Flight Conversion Campaigns:
● 8,026 direct flight conversions (Condor Airlines)
● €6.9M revenue attributed
● 435% Return on Ad Spend (ROAS) Average €1.99 cost per purchase
● Full reversal of POS distribution (from US to DACH dominance by month 2)

Main Image: Eric Francis