Media > Use of Media
THE FRESCO CAMPAIGN
WIEN NORD PILZ, Vienna / LIECHTENSTEIN MUSEUM / 2005
Awards:
Overview
Credits
Overview
Audience
During the last years, the Liechtenstein Museum in Vienna was totally restored. Now, after the reopening, it offers not only Europe’s largest baroque art collection, but also wonderful baroque frescos on the ceilings which make the museum special and different compared to all other museums in Vienna. This USP should be communicated to Vienna tourists.
Effectiveness
The fresco campaign was not only talk of the town, it brought the Liechtenstein Museum more than 30.000 visitors/month, which was 20% more than the most optimistic expectation. The new Liechtenstein Museum has as many visitors each month, as the "old" museum, which was situated in the same building, had in a whole year.
Execution
The media idea transported the product perfectly. Ceiling frescos are shown exactly on the location, where they are supposed to be: on ceilings. Our ceiling frescos attracted so much attention, because nobody expects a beautiful baroque fresco in the airport or in a taxi.
MediaEffort
A multi dimensional 850 squaremetres large ceiling fresco was mounted on the ceiling of the arrivals hall of the Vienna airport: So our message couldn't be missed by our most important target group and we reached them earlier than any other competitor. In airport taxis, the frescos were mounted on the car ceiling to remind Vienna tourists of the museum on their way to the city. As an additional advertising medium we produced umbrellas for arriving tourists, which show the fresco on the inside.
MediaStrategy
We wanted to reach as many tourists as possible, shortly after their arrival. But there’s a lot of touristic advertising in Vienna, and good classical billboard spaces are overbooked. So we had to find new ways to get real attention. We decided to use places which were not used for advertising before (so still vacant and cheap)and which gave us the possibility to present the frescos in their original form, on the ceiling. Our "ceiling frescos“ welcomed more than 7 million people in a spectacular way.
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