RETTER Sports is a Graz-based travel agency specialized in selling active andadventure vacations. The travel agency on Conrad-von-Hötzendorf-Straße hasbeen existing since 2002 and was not only renamed during a complete restructuringin 2021, but also expanded to include additional types of sports and thus, new targetgroups. This undertaking is a challenge, because it is necessary to reposition thecompany and establish the new brand RETTER Sports in the niche of active andadventure travel. In order to achieve this goal, a strategic and target group-orientedcommunication is required, that reaches the target group exactly then, when theyare looking for vacation inspiration. One communication tool that has become as animportant platform for travel content in recent years is social media. Hence, this thesis focuses on the development of a social media communication concept to increase the brand awareness of RETTER Sports in the active and adventure travel niche.The first part of this thesis provides a theoretical basis. After giving insight into the niche and the target group, theoretical definitions of social media platforms, their interaction with tourism, social media marketing, as well as opportunities and risks for companies are presented. Subsequently, the concept of brand awareness is discussed in more detail. The theoretical part of this thesis concludes with a chapter on the development of communication concepts, which includes the strategic and operational content of the concept as well as areas of application.The second, practical part opens with an analysis of the RETTER Sports company, which not only evaluates its current social media presence, but also takes a closer look at its strengths, weaknesses, opportunities and current challenges. The primary study shows that the target group has a strong preference towards active and adventure vacations, but also harbors prejudices against travel agencies, which the company must counteract through the right communication in order to achieve sustainable brand awareness. After developing the strategy for the concept, further measures, content and budget planning as well as key figures for controlling are proposed. The concluding chapter provides recommendations for the company.