SNOWFLAKE GENERATOR by TBWA\Wien Vienna for AUSTRIA NATIONAL TOURIST OFFICE

Adsarchive » Promo » AUSTRIA NATIONAL TOURIST OFFICE » SNOWFLAKE GENERATOR

SNOWFLAKE GENERATOR

Pin to Collection
Add a note
Industry Transport, travel & tourism, Travel Agencies, Tour Operators & Travel Services
Media Promo & PR
Market Austria
Agency TBWA\Wien Vienna
Creative Director Mag. Bernhard Grafl, Gerd Turetschek
Released November 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: ÖSTERREICH WERBUNG / AUSTRIA NATIONAL TOURIST OFFICE
Product/Service: WINTER-HOLIDAYS IN AUSTRIA
Agency: TBWA\WIEN
Date of First Appearance: Nov 13 2009 12:00AM
Entrant Company: TBWA\WIEN, AUSTRIA
Entry URL: http://www.banana.priv.at/austriainfo/
Creative Director: Mag. Bernhard Grafl (TBWA\Wien Werbeagentur)
Creative Director: Gerd Turetschek (TBWA\Wien Werbeagentur)
Art Director/Concept: Alexandra Fuggersberger (TBWA\Wien Werbeagentur)
Copywriter/Concept: Karin Schalko (TBWA\Wien Werbeagentur)
Designer/Concept: Stefan Bauernberger (TBWA\Wien Werbeagentur)
Production/Programming: (Strukt Design Studio)
Media placement: Microsite & Ambient - Www.austria.info - 13.11.2009

Describe the objective of the promotion.
Create desire for snow and increase bookings for winter holidays in Austria – in a difficult year when especially winter holidays were cancelled due to the crisis.

Describe how the promotion developed from concept to implementation
The Austrian National Tourist Office created desire for winter-holidays with an activity that combined web and public space: Via banners they invited everybody to create their very own snowflake online. In the pre-christmas-season these flakes were then projected onto Vienna’s Museumsquartier – falling down on Austria’s coolest Xmas-market in town. This interactive application made it possible for the first time to create snowflakes visible not only in cyberspace, but also in the real world as a projection.

Describe the success of the promotion with both client and consumer including some quantifiable results
16,142 personal snowflakes were created, more than 210,000 visitors watched them falling down and another 13,050 users from all over the world watched the snow flurry via livestream. The tourism areas were very satisfied with the bookings. Official numbers show an increase of 3.8% of bookings.

Explain why the method of promotion was most relevant to the product or service
The magic of a winter-vacation in Austria is all about snow. The magic of snow is that every flake looks different. Seeing the first snowflakes gently falling down creates desire for winter-vacations. But not only for the creators – also for thousands of daily visitors to the Museumsquartier.