Schonbrunn Palace Promo, Case study SISI & FRANZL YOURSELF by Kraftwerk

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SISI & FRANZL YOURSELF

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Industry Destinations (Countries & Places)
Media Promo & PR, Case study
Market Austria
Agency Kraftwerk
Released February 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: SCHÖNBRUNN PALACE
Product/Service: HISTORICAL MONUMENT
Agency: KRAFTWERK
Date of First Appearance: Feb 1 2011
Entrant Company: KRAFTWERK, Vienna, AUSTRIA
Entry URL: http://apps.facebook.com/sisiundfranzl
Head of New Media: Jürgen Oberguggenberger (KRAFTWERK)
New Media Marketing Management: Michaela Gold (SCHLOß SCHÖNBRUNN KULTUR- UND BETRIEBSGELLSCHAFT)
IT Management: Steffi Drucker (SCHLOß SCHÖNBRUNN KULTUR- UND BETRIEBSGELLSCHAFT)
Head of Flash Development: Stefan Traunmüller (KRAFTWERK)
Flash Development: Berthold Kremser (KRAFTWERK)
Media placement: Social Networking - Facebook - 1st February 2011

Insights, Strategy & the Idea
The main idea was to make use of Vienna's SCHÖNBRUNN PALACE 's positioning as Austria's imperial hotspot (1.6 Million tourists/year) in a long-run facebook strategy. Sisi & Franzl tours, films and requisits are already SCHÖNBRUNN 's bestselling products. The interactive "Habsburg love story" with Sisi and Franzl adds to SCHÖNBRUNN PALACE’s emotional branding. People visiting from all over the world enjoy being part of this imperial love story.
The facebook campaign buzzes the story over the internet and transforms tourists into brand ambassadors. The approach is a reverse-facebook strategy: tourists visiting SCHÖNBRUNN will spread SCHÖNBRUNN 's love story with their Sisi & Franzl images and hence establish SCHÖNBRUNN as an international romantic landmark. The emotional brand shift helps market "Imperial Austria" and its romantic settings - and results in an increase of online ticket sales. The app proves to be best of all sales measures regarding the return on investment: with costs of 0.70 Euro/fan and 1.00 Euro/ticket.

Creative Execution
Sisi&Franzl transformed SCHÖNBRUNN PALACE to a romantic destination for international travel.

The legendary romance of Austria’s most famous imperial couple – Sisi & Franz Joseph – has for decades inspired people to trust in the power of love. What would be more fitting than to bring the story back to life in the place where Sisi & Franz Joseph spent so many of their romantic moments: Vienna’s SCHÖNBRUNN PALACE. Even today, many people are still dreaming of finding their prince or princess of the heart with whom to live happily ever after in true fairytale fashion. The good news is that SCHÖNBRUNN can help fulfil this dream!
The Sisi & Franzl story is already a product of SCHÖNBRUNN PALACE, sold as guided tours, in movies and merchandising articles. As for communication channels, offline media (posters, folders, books) were used in conjunction with online media, website and facebook.

Results and Effectiveness
Facebook is a perfect round-up channel for the communication strategy. With an investment of 14,000 Euros, the goal is to acquire 20,000 new fans for SCHÖNBRUNN’s facebook page, at a cost of only 70 cents/fan.
After one month: 3000 (23% plus) new fans, 11% increase in online ticketing and a significant gain in online inquiries. Sisi & Franzl helps SCHÖNBRUNN PALACE to increase sales and profit on a permanent basis, it wins tourists as ambassadors and prosumers. The communication approach is not a big bang theory; it's a truly sustainable measure to transform 1.6 million tourists in "lovers" and "sellers".