Strategic PR with Impactful Content
Content Creation for Landal: Cooking, Design, Dogs and AI
“What we value most about UHLMANN PR is the long-standing, trusted collaboration and their creative approach to an ever-evolving range of topics. Whether it’s a nature-based family holiday in a Ranger lodge, travelling with a dog, a getaway with a large group, or sailing on a Dutch inland lake – the team always manages to craft engaging stories that truly resonate with our readers.”
Hauke Johannsen, Editor-in-Chief, familie&co
The task
For nearly a decade, we have been responsible for Landal’s strategic PR work in Germany. At the beginning of our partnership, the aim was to introduce the relatively unknown concept of holiday park stays to German audiences and to position Landal as a family-friendly provider.
To this day, increasing visibility and brand recognition remains our focus – always in close coordination with Landal’s international teams from the Netherlands, UK, and Denmark.
The implementation
A robust annual plan forms the foundation of our approach: we analyse emerging trends, review previous campaigns, and develop an integrated PR strategy for the year ahead. We draw from the full PR toolkit – including press releases, editorial tours, competitions, radio features, press trips, and influencer collaborations.
Compelling storytelling is at the heart of our work – covering topics such as culinary experiences in holiday homes, sustainability, and the role of AI in tourism. All content is distributed cross-media across relevant channels – print, radio, online and social media.
The result
Our consistent efforts are paying off: Landal now enjoys regular media presence in Germany. Highlights from the past ten years include features on ZDF-Morgenmagazin, SWR, Frankfurter Allgemeine Zeitung, and the familie&co quality seal, which recognised Landal as a premium travel provider for families. This success is made possible through our long-standing, high-quality editorial network.
Further Cases
We ensure ‘#real fun
in the holiday home’ by
bringing our customers Landal GreenParks and Ravensburger together.
One trend, three bloggers, three regions: With a cooking blogger collaboration for Landal GreenParks, we bring real culinary delight to the holiday home.
For the toy manufacturer
Schleich, we generate content
that hits home and stories that get read. We know how to
strike a chord with parents.