Linz 2009 European Capital of Culture Shines in the International Spotlight at the World’s Largest Tourism Trade Show in Berlin
Press information, 11th March 2008
Linz09 joined the tourism agencies of the City of Linz and the Province of Upper Austria to present the Capital of Culture year program at the world’s largest tourism trade show March 5-9.Two special exhibits drew big crowds to the Linz09 booth. “Greifhandschuhe” (Grasping Gloves), Linz artist Rainer Nöbauer’s project that was featured in “Schaurausch/Viewing Spree – Art in 50 Shop Windows,” an art exhibition in Linz in early summer 2007, was a big hit with attendees in Berlin. “Greifhandschuhe” is based on the so-called glovebox system used in the chemical industry. Visitors, by inserting their hands into gloves built into a display case, could reach inside and touch the objects presented there without actually taking possession of them. Another popular feature was the Ars Electronica Futurelab’s “Librovision” installation that enabled visitors to browse through a digital version of the “Linz, Welcome!” brochure. Its unique aspect: a hand gesture of turning the page is all it takes to leaf through this virtual catalog. A sensor registers the movement and sends the information to the computer, which then displays the next page on the monitor.
As part of a large-scale promotional campaign that ran during the whole ITB, about 10,000 trade show visitors received Linz09 bags: the goodies inside included folders and raffle tickets for a Linz weekend.
Staffers manning the Linz09 booth also handed out a wide array of informational and promotional material: 600 copies of the Program Book 1/3, 600 copies of the Linz Book, 4,000 “Linz, Welcome!” brochures, lots of postcards and various giveaways like buttons, packets of flower seeds, ballpoint pens, etc.
Linz09 reps also had a chance establish contact with tour organizers, media people and movers & shakers in the world of culture. The pre-opening event staged jointly with RUHR.2010 European Capital of Culture and Austria's national tourism agency was another ideal setting to make the acquaintance of industry pros. Moderated by Wolfgang Herles, host of German network ZDF’s cultural show “Aspekte,” Linz and Essen executives discussed the significance of capital of culture years for Europe’s cultural development and the role of cultural tourism. This cooperative effort on the part of Upper Austria and the Ruhr District also included a culinary joint venture, as chefs from both regions presented a menu of German and Austrian classics.
Once again this year, attendance at the ITB was a smashing success for Linz 2009 European Capital of Culture:
Dr. Walter Putschögl, financial director of Linz09, tourism director Georg Steiner and Manfred Grubauer, chairman of the City Tourist Board, agree: “The ITB in Berlin is an outstanding chance for Linz to position itself more strongly as Capital of Culture and to reinforce its international reputation.”
“Even the design of the booth itself was indicative of a modern, culturally aware city, and makes it clear that the cooperation between the Capital of Culture staff and the tourism organizations is functioning smoothly,” said Deputy Mayor Erich Watzl about the impression Linz made at the ITB.
Commenting on the presentations at the ITB, Petra Stolba, director of Austria's national tourism agency, said: “As Europe’s 2009 Capital of Culture, Linz really made a statement.”
