Vienna Now or Never nights
The Vienna Tourist Board wanted to connect with a 20-something UK audience in a dynamic new way, and transform perception of Vienna from being traditional to cool. Solution Imagination created a multi-channel campaign centred around celebrity brand endorsement in social media. As brand ambassador, Radio 1 DJ Reggie Yates spent 24 hours in Vienna and created film and photo content that he shared online with his 100,000+ fans. These followers spread Reggie’s exclusive content, tweets and blog posts further, sharing it within their own networks.
A ‘Now or Never’ competition, launched by Reggie, ran concurrently in the UK’s highest circulation newspaper, The Sun. The competition winners were invited to an exclusive VIP event in central London hosted by the Vienna Tourist Board that connected them with a B2B audience.
As a substantial audience grew around the ‘Now or Never’ campaign, it culminated in a stunning 3D building projection that showcased Vienna as a cool, contemporary destination. Broadcast live on the BBC1 News weather broadcast, the 5-minute projection ran for 2 nights and was supported by a Facebook competition to win a holiday to Vienna. Results The Now or Never Night was a highly effective campaign that reached the target audience in traditional and contemporary ways: - 1.5 million BBC1 viewers, “It’s Vienna Now or Never” and “I’m off to Vienna” - Article over 4 days in The Sun, reaching its 3 million readership - 98 press cuttings, including over 50% from blogs - Extensive impressions online including 1.5 million OTVs (Opportunity to View) on Twitter and Facebook - Facebook fans of Vienna Tourist Board rose from 3,076 to a staggering 79,780 in one month - 3D projection watched 13,000 times in first 2 weeks on YouTube Additional results include: - 1,000+ people watched the projections live - 2,000+ views of live blogs during the projections - 165% increase to people viewing tweets about Vienna when Reggie Yates posted a comment, leading to a 78% increase in comments - #vienna3d on Twitter reached a peak of 178,000 people and delivered 480,000 impressions
