Think you know Vienna? Vienna Tourist Board

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Think you know Vienna? Vienna Tourist Board

Using celebrity social media to transform brand perception

 

Challenge

We all know that Vienna is the home of classical culture and music, but what else is there to attract the younger '20-something' visitor?

 

Insight

Only a dramatic new approach would change traditional perception. A new personality, a new, cooler perspective, delivered in a new relevant way.

 

Solution

We developed a campaign centred on celebrity endorsement through the popular Radio 1 DJ, Reggie Yates. He visited Vienna, DJed at one of Vienna's coolest clubs and shared content from his trip online with his hundreds of thousands of followers through Twitter, YouTube and Facebook. Reggie wrote about Vienna on the UK's #1 portal, MSN, reaching a proportion of its 3 million unique daily users. 

 

His brand endorsement was also amplified by a competition in the UK’s highest circulation newspaper, The Sun, and other celebrities began to share Reggie’s content. A VIP event, hosted by Reggie, was created for a B2B audience of bloggers, industry figures, etc, the highlight of which was a stunning 3D projection in central London.

 

Results

  • Total estimated reach of 7.5 million
  • 1.5 million BBC1 viewers saw the 3D projection ‘I’m off to Vienna’
  • Facebook fans rose dramatically from 3,097 to 76,636 in just one month
  • 98 press cuttings, including around 50% from blogs
  • Extensive impressions online, including 1.4 million OTVs on Twitter