The sound of Vienna. Vienna Tourist Board

 
Challenge
Imagination was asked by The Vienna Tourist Board to promote their ‘Sound in the Sand’ event in Barcelona, to draw interest from Spain’s national TV, radio, print and online media.
 
Insight
Vienna’s classical music history is renowned but the city is not well known for its contemporary music scene.
 
Solution
The Vienna Tourist Board commissioned the building of a model of the Vienna Philharmonic Orchestra –made entirely of sand. The impressive sculpture measured six metres high by fifteen metres wide and was situated on a popular part of La Barceloneta beach.
 
The campaign’s purpose was to encourage the citizens of Spain to visit Vienna by showcasing the range of music on offer to visitors. The sand orchestra was on display for five days and the ‘Sound in the Sand’ campaign came to a lively end with a huge free beach party beside the sculpture, which featured an international line-up of DJs from Barcelona, Vienna and Ibiza.
 
Imagination proposed three key themes to maximise the publicity surrounding the entire campaign – from the sand sculpture inauguration to the beach party – and obtaining coverage in listings publications and national press before and after its completion. We approached the campaign as two separate events, targeting different media for the sand sculpture and the beach party. The three stages of our campaign were:
 
- Engagement with long lead magazines
- TV and radio engagement
- Photo-call and press conference
 
Imagination contacted and sent press releases to more than 200 media outlets in Barcelona and across Spain.
 
Our primary focus was on national press news and picture desks, newswire services, local Barcelona press, women’s/men’s consumer press, radio, TV, and travel press.
 
Results

• National newspapers: six clippings including two front cover articles
• 13 TV clippings on many of Spain’s main TV channels, including its largest – TVE.
• Online/regional: 67 clippings. This included several of the main agenda websites, travel and tourism sites, and news sites.
• Radio: five clippings. Coverage included the second biggest national radio station (Onda Cero) and second biggest regional radio station (Catalunya Radio).
• 90 media clippings in Spain and around the world
• An estimated reach of 33.65 million people