The Communications Concept

The communications concept of Linz09 was based on the fact that Linz with its roughly 190,000 inhabitants had developed over the last 30 years into a modern, highly dynamic city of industry and technology. Crowd-pullers such as ARS ELECTRONICA, KLANGWOLKE, PFLASTERSPEKTAKEL and the Lentos Kunstmuseum had made a name for Linz that was by no means confined to Austria. This enabled Linz09 to play off in its communications Linz’s energetic, youthful values against the traditional, internationally accepted but obsolescent clichés of Austria as a whole – Alpine sunsets, the magic of mountain chalets, Mozart, Sissi, the Lipizzaners. This was done in bold strokes to outline a platform for the communications process with regard to Culture Capital Year, which, it was hoped, would provide the momentum necessary to enable Linz’s youthful image to trigger a relaunch of Linz as a brand.

With reference to the city itself, communication aimed to give Linzers a chance to rediscover their independent spirit and their self-confidence in order to make them look forward with pleasure to their role as hosts and hostesses and as co-performers on the stages of Linz09.

The development of the communications concept as well as the operating implementation and the Corporate Design for Linz 09 were done in close collaboration with the agency Buchegger, Denoth, Feichtner / Haslinger, Keck. Following a Europe-wide call for tenders conducted in accordance with all legal requirements the agency went on stream as one of Linz09’s project partners in February 2007.

• The Claim
• The „Big Picture“
• Communication Targets
• The Logo
• Target markets

back