Tobago targets German travel market through “Boarding with Benny”

Aug 22, 2019

Tobago targets German travel market through “Boarding with Benny”


Tobago targets German travel market through “Boarding with Benny”

Bindewald talks to the camera while filming a vlog at Pigeon Point.

Thomas Cook Group is the oldest and best known name in leisure travel that serves 19 million customers across the globe annually. They have been a partner tour operator with Tobago for over 8 years, and currently feature eleven hotels in Tobago with package holiday deals to the destination.

Benjamin Bindewald creates digital content for one of Thomas Cook’s travel subsidiaries, Neckermann Reisen, with vlogs and follow-me-around videos under "Boarding with Benny". He also travels to destinations featured by Thomas Cook around the globe, creating authentic and personal content to inspire German and European travelers to book a vacation.

The Tobago Tourism Agency partnered with Thomas Cook Group to create content for the island on the YouTube series “Boarding with Benny” and other social media platforms. “Boarding with Benny” is intended to uplift the Thomas Cook brand in a digital environment by making package holidays "hip" again, and getting travel agents more excited about selling destinations. This marketing initiative will also enhance the visibility of destination Tobago in the digital travel and tourism environment, with stunning visual content that illustrates the appeal of unspoilt, untouched, undiscovered Tobago.

An aerial photo of Tobago's south-west coast, taken by Bindewald.

The “fam” trip was also designed to demonstrate the level of improvements that have been achieved in many of the accommodation establishments on the island, as the Tobago Tourism Agency seeks to rebuild confidence with the German travel trade.

This marketing project was done in close collaboration with Ted Sunshine Tours, Incoming Tour Operator /Ground Handler for Thomas Cook’s clients to Tobago. Owner Ted Greig facilitated activities with the German blogger on the island, and expressed his optimism at the outcomes from the resulting content.

Ted Greig of Ted Sunshine Tours (left) and Benjamin Bindewald at Pigeon Point Heritage Park.