LetzBingo

"LetzBingo" is a fun summer game which is part of this year's "Lëtzebuerg, dat ass Vakanz" (= "Luxembourg, that's vacation") campaign — a project of the Ministry of the Economy Luxembourg, General Directorate for Tourism, organised by Luxembourg for Tourism.
Already the name contains a play on words: instead of lets, "letz" is taken - which refers to the name Luxembourg in its national language luxembourgish ("Letzebuerg").
The client (Ministry of the Economy Luxembourg, General Directorate for Tourism) wanted a new and rather unusual way on how tourist but also locals and expats can connect with the country and its people during summertime.
Main target group are the “Explorers” - who look for local, real experiences, off the beaten track. They are interested in what a country and its people really are: their lives, culture, local products, nature, customs...
The global attitude of the summer game is "keep it simple". The fewer rules and requirements the better, the more likely people are to join and make the game a viral hit.
The fully responsive website (in summery and rather untypical colours for the ministry) is therefore designed as a scrollable one-pager without any submenus. The LetzBingo card is downloadable with a simple click. Users can find helpful hints about the games and the locations via links to visitluxembourg.com or the 6 regional tourism office websites.
The website is available in 4 languages: in (the 3 official languages) luxembourgish, french and german, as well as in english.
Tone of voice and wording is intentionally kept collegial and relaxed to support the playful/easy/open-minded character of LetzBingo.
A social media campaign with several local ambassadors will run throughout the LetzBingo period from mid may to mid september.