Internet Marketing
In addition to year-round cooperations with websites in the context of tourism – austria.info, oberoesterreich.at, salzkammergut.at, etc. − Linz09 became active in two waves of internet publicity activities. The first phase supported the Big Bang from shortly before Christmas 2008 to mid-January/late January 09 and informed the entire on-line world “over night”, as it were, that Linz09 had kicked off in earnest. The second wave took place in August/September 2009 and was designed to give Linz09 another boost at the half-way stage. As opposed to the first campaign the second focused on large-scale projects such as KLANGWOLKE, THEATERLUST2, HÖHENRAUSCH, 80+1 and the opera KEPLER, which, it was felt, were capable of attracting visitors also from far away to Linz at the end of the summer and in the autumn.The most important online advertising affiliates included kurier.at, diepresse.com, orf.at − Austria’s most coverage-efficient online vehicle −, derstandard.at, falter.at, sueddeutsche.de and nzz.ch. In addition to pages devoted to cultural matters a whole array of advertising tools was used – content ads, advertorials, site links, site bars and banners on the welcome page. In the case of all these platforms one primary goal was establishing a working relation with the editorial board. Collaboration with diepresse.com must be considered as particularly successful in this respect. The high acceptance of the Culture Capital by diepresse.com resulted in the creation of a separate Linz09 desk and, in early January, even in a site branding. In terms of the campaign conception the cooperation with kurier.at was particularly remarkable. The topic was taken care of throughout the year in an exemplary manner by the editorial staff, who made also use of innovative advertising tools, such as branded keyword advertising, tab branding, tag cloud branding and dynamically switchable banner areas as fixed locations. In the same manner, nachrichten.at and ooe.ORF.at added a separate Linz09 rubric in addition to their general culture rubric. On ooe.ORF.at around 280 contributions were published. nzz.ch supplemented the advertorial campaign with additional editorial coverage. On southern Germany’s most coverage-efficient quality homepage, sueddeutsche.de, Linz09 was present on the welcome page at the time of its launch. Even though, from an overall perspective, the share of online advertising compared with the rests of the marketing mix was small it was highly effective thanks to its precise targeting.
klick to enlarge
back
