Networks
A particularly important factor for the success of the Culture Capital was communication with existing networks. Linz09 distinguished between two types of networks:a) Relational networks
b) Expert networks
Relational networks: it was obvious that the manifold contacts and connections maintained by individual Linzers, by associations, institutions, organisations and companies, quite a few of which compete successfully in the global marketplace, ought to be brought into play. As word of mouth recommendation is still by far the most effective marketing tool it was only logical for Linz09 to try and tap into this potential. With assistance from TVL, the Tourist Board of Linz and Upper Austria, different ways were explored how Linzers could spread the word on Linz09 as they were cultivating their own networks. Workshops introduced Linz09 programme formats and presented ideas how to make them relevant in the context of relationship marketing.
As has already been mentioned in the chapter on Sponsoring at Linz09, hundreds of companies of all shapes and sizes became Linz09 Friends and used their correspondence as a vehicle to promote the Culture Capital. This took any one of a number of different forms, such as adding an extra line to their e-mail signatures, adding an appropriate reference to their websites and providing information on Linz09 in the form of attachments to their official correspondence or of leaflets and folders at conferences. In the same manner individuals were encouraged to become ambassadors for Linz09 and to infect other Linzers, Upper Austrians and whole groups with their enthusiasm. TVL provided logistical support for these so-called ambassadors in the form of information on the programme of Linz09, on what was on offer for tourists in Linz and on planning conferences and events in the city and by supplying promotional material. Many companies put Culture Capital Year to good use for their own purposes, presented Linz as an interesting destination and contributed in this way to the city’s international profile. Suitable occasions ranged from meetings of boards of governors to annual general meetings, company or customer events and school reunions.
Under the aegis of Provincial Governor Dr. Josef Pühringer a network of Upper Austrians had been established over the last few years of expat Upper Austrians, which was made use of for the dissemination of Linz09 information. “Komm nach Linz!” [Come to Linz], a campaign in cooperation with the Kronen Zeitung, encouraged Linzers to invite their relatives, friends and acquaintances to the Culture Capital. The whole concept of relationship marketing gave expression to the idea of sustainability in a convincing manner.
The expert networks included the so-called Austria Guides, who developed a new type of guided city tours to reflect the programme of Linz09; the so-called hotspots, an association of 60 first class restaurants and hotels in and near Linz; other hotels and catering businesses; service providers such as taxi drivers, security and ambulance personnel; Linz09’s culture and project partners; the so-called Linzer Cityring with its more than 200 retail dealers; and Upper Austria’s Economic Chamber. The latter was largely responsible for implementing the Hospitality Programme “wir09” , which was instrumental in recruiting the majority of these groups. It was owing to the collaboration between these groups that a whole series of publicity relevant measures could be taken: many shop windows in Linz’s inner city displayed decorative elements showcasing Linz09; there was a monthly Linz09 window dressing competition, many catering businesses added Linz09 branded beverages to their assortment, and coffee and tea were served with Linz09 sugar sachets.
Linz09’s extensive cooperation with taxi companies yielded thoroughly positive results. The fact that in the majority of cases the first contact with a new city for someone who has just got off a train or a plane involves a taxi driver made a scheme advisable that combined improved quality, improved accessibility of information, uniform appearance of part of the taxi fleet and ecological aspects. Taxi cabs newly registered in 2008 that met the criteria defined by Linz09, which included an environment friendly engine, were eligible for a subsidy of several thousand euros until December 2009. As a result of this cooperation more than 120 new, silver metallic taxi cabs bearing the Linz09 logo became an element in the apperance of the city’s street scenes.
It was schemes like this that provided an incredible boost to the Culture Capital’s communications process. They were fun, made it easy for people to identify with the Culture Capital, established Linz09 in people’s hearts and minds and contributed to the implementation of the corporate brand on the ground.
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