What happens when well-known creators suddenly disappear?
No posts. No stories. No explanation. This is exactly what led to one of DERTOUR’s most native social media campaigns – a clear statement in favour of digital time-outs, real relaxation and a message that captures the spirit of the times.
What caused a stir in the community in May 2024 is a multi-award-winning beacon of the industry in summer 2025. #MachtOffline was honoured with four of the most important communication awards in the German-speaking world – the 916 Award, the DPOK and the German Brand Award (double honour) – for creative excellence, strategic impact and emotional brand management.
The Viral Idea
To connect with Gen Z and Gen Y – especially young travelers and families – where travel dreams often begin today (on social media), DERTOUR flipped the script on platform expectations. 14 high-reach creators vanished without warning from TikTok and Instagram. No hints. No statements. Just digital silence. Speculation and rumors spread.
Then, days later: the reveal. They were on vacation. Offline. With DERTOUR. Instead of polished live updates, creators shared real, quiet moments of rest. The message: “DERTOUR macht Urlaub” – not just visible, but tangible – a refreshing contrast to constant availability. By speaking the audience’s language, DERTOUR positioned itself as the go-to brand for real getaways: relatable, relevant, and trusted.
Measurable success in numbers
- 101.7 million views on TikTok, Instagram Reels and YouTube Shorts
- Plus 12 percentage points in supported brand awareness among 18 to 30-year-olds
- Top-of-mind awareness more than doubled
Fourfold award-winning: #MachtOffline impresses across the board
The campaign was not only a viral phenomenon, but also set new strategic standards. This is demonstrated by the prestigious awards that #MachtOffline won over the course of 2025:
916 Award – Best 9:16 Campaign
DERTOUR beats industry giants such as McDonald’s, Knorr, Ben & Jerry’s and Hinge with 35% of the vote
Award for creative excellence in vertical content
DPOK – Social Media Campaign of the Year
DERTOUR wins in direct comparison with REWE and congstar
Most important digital communication award in the German-speaking world
Decision after live pitch in front of expert jury
German Brand Award – double honour
Best of Best in the Brand Impact of the Year category – the highest honour of the award
Gold in the Influencer Marketing category
Selection from over 1,200 submissions from all German-speaking countries
These awards not only emphasise the creative and strategic quality of the campaign, but also its relevance for a generation Z & Y that lives and breathes constant accessibility.
#MachtOffline: More than just a campaign
With #MachtOffline, DERTOUR has shown how strong ideas, a clear attitude and relevant content can rethink social media campaigns. The campaign not only achieved impressive reach, but also emotionally charged the brand and specifically addressed younger target groups. And it made it clear what DERTOUR is: “Urlaubsmacher” for real time-outs – which can also be enjoyed offline.
The multiple awards confirm this: #MachtOffline combines strategic brand communication and relevance in the reality of the target group’s lives and thus sustainably strengthens the perception of DERTOUR.
The campaign was also made possible by close cooperation with the company’s own hotel purchasing department and the support of hotel partners.
