Media planning
Until spring 2008 Linz09 placed ads predominantly focused on the umbrella brand in tourist magazines. By late autumn 2008 attention was increasingly being shifted to long-running great projects. Including their names and dates, these ads covered primarily exhibitions and festivals. While from the Big Bang and/or the first quarter of Culture Capital Year umbrella brand PR was reduced in favour of topics and pictures related to specific projects, it was not given up entirely; headers would include the logo and the Corporate Design would be in evidence in striking background colours, etc. An ad format that was capable of accommodating two or more projects was developed. The differentiation between projects based on their different appeal – local, national, international – was maintained. During Culture Capital Year ads were concentrated in only a few mass media. |  |  |
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