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The Mix of Media Measures

Using a multifaceted mix of media measures, Linz09 established itself through corporate communication as a brand whose content was subsequently condensed through the emphasis put on individual highlights of the programme. This resulted at the same time in generating interest among potential visitors. A strategic mapping of the entire project made it possible to view as discrete units the contribution that each of the many parallel individual projects made to the overall picture. Specific media channels were assigned to long-term and/or regularly recurring events, other channels remained reserved for one-off events. In fortnightly team meetings the effect of each package of measures was evaluated and readjusted if necessary. In its regional programme advertising Linz09 opted for a mix of themes and kept on-air exposure time for programme content short in order to minimise internal cannibalisation and to retain its capacity of constantly foregrounding new themes. In the summer months extra attention was devoted to the market of day visitors in the summer holidaying regions of Salzkammergut. The guest appearances of the CIRCUS in Schärding and Gmunden gave potential visitors a foretaste of what was awaiting them in Linz.

A handful of projects were promoted through crossover marketing activities: CIRCUS and THEATERLUST2 were promoted at LINZ EUROPA HAFENFEST and vice versa. Visitors of HÖHENRAUSCH were alerted to CIRCUS by means of flyers. Festivals such as CROSSING EUROPE and ARS ELECTRONICA invariably featured a calendar of Linz09 events scheduled during this time.

The media mix consisted of tools associated with classic advertising (ads, TV spots, sponsorships, TV- & HF trailers, etc.), outdoor advertising (posters, shop windows of vacant shops, vehicle fleets, etc.), Below-the-line marketing (social media, viral marketing, promotions, guerilla marketing, etc.) and brand management (roll-ups, advertising flags, banners, public transport advertising, Linz09 deckchairs, project related branding, etc.). This was rounded off with Linz09’s own media, such as dynamic info systems via screens, Neuner, website, newsletter, print products, Linz09 special pages and the Tip of the Day. See below for details of some of these media.

• The Neuner
• TV-Spot
• Media planning
• Media Cooperations
• Internet Marketing
• Outdoor Advertising
• Linz09 Info Columns
• Dynamic Info Systems
• Below-the-Line Marketing
• Cooperative Ventures
• Image Film


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