The German National Tourist Board (GNTB) has been recognized with the Red Dot Award: Brands & Communication Design 2025 in the Digital Solutions category for its gamification application, Grimm’s Quest. The award was given by an international jury that reviewed entries from companies, design studios, and agencies worldwide.
Grimm’s Quest was developed as part of the GNTB’s campaign celebrating 50 years of the German Fairy Tale Route. The application aims to make regions along this route virtually accessible to potential travelers globally. It features digital mini-games based on five well-known Grimm fairy tales: Little Red Riding Hood, The Frog King, Rapunzel, Snow White, and Hansel and Gretel.
Petra Hedorfer, Chief Executive Officer of the GNTB, stated: “Digital solutions play a central role in the GNTB’s global marketing. They enable us to reach and inspire new target groups and spark enthusiasm for an actual journey to Germany. These include interactive gaming applications, such as Grimm’s Quest, as well as the use of virtual reality and mixed reality, for example in our new UNESCO app. The worldwide trend towards gamification allows us to present tourism products, such as the Fairy Tale Route, in an attractive way for a gaming-oriented audience and thereby extend our reach.”
The game allows international travelers to explore settings from Grimm fairy tales through interactive storytelling within a digital environment. Players are guided by specially created 3D characters styled in papercraft across an illustrated map while receiving travel tips related to each theme.
After its launch in March 2025, Grimm’s Quest was promoted on various social media platforms including Facebook, YouTube, Instagram, TikTok, and China-specific channels. The game is accessible via a dedicated microsite at www.germany.travel/grimms-quest. Cross-media tools like QR codes also provide direct access to information about the Fairy Tale Route and other resources at www.germany.travel.
