Programme Campaign

As has already been noted above, Linz09 was off to an early start by realizing some of its projects already in 2007, long before the launch of Culture Capital Year proper. This was done on one hand to prepare the city and its inhabitants for their future role and to create tension and content for the communications process and, on the other, to gain experience as an organiser and to try out different collaboration models. The publication of the authoritative programme book, “Das Programm”, in November 2008 and the introduction of the Linz09 fortnightly programme freebie Neuner in December 2008 together marked the beginning of the last phase in the communications process. This phase foregrounded the multifarious projects that provided the basis for roughly 7,000 events and performances. PR for Linz09’s programme made use of a mix of the most diverse tools that included Linz09’s website, newsletter, (info) screens, event calendars, competitions, trailers, outdoor advertising, information columns, social media platforms, ads, regular special pages in print media, flyers, programme folders, direct mailings, cooperative ventures on the corporation level and crossover marketing measures.

On the pictorial level project photos were made use of a great deal to make people curious and to inspire interest. For recurring programme formats and/or for project lines consisting of a number of individual events, such as SONNTAGMORGEN, CIRCUS, BELLEVUE, THEATERLUST and 80+1, special labels or logos were created to facilitate orientation and to make communication more effective.

An important factor in the communication of the programme was press relations. The majority of the 230 or so press conferences were devoted to the presentation of projects or of thematic clusters. Regular press releases accompanied the realisation of complex projects and were reflected in the daily press.

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