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Vienna Days in Sofia

Situation:

Vienna Days were organized in 2017 in Sofia, as part of celebrating the 150th anniversary of the creation of the world-famous waltz with the name “On the beautiful blue Danube” and 120 years of the Vienna Wheel in Prater. AMI Communications was commissioned to carry out the PR campaign on the occasion of the Vienna Days.

Goals:

  • Positioning the city of Vienna as a model for sustainable development, urban governance and management of cultural monuments.

Strategy:

  • Involvement of the general public through attractive events and installations to create memorable experiences for Sofia residents and guests of the city.
  • Development of rich media content and we provided media opportunities for the representatives of the municipality of Vienna.

Tactics:

  • „Vienna loves София“ – surprising flashmob in „Serdika Center“. Thirty-two ballet dancers from the National Opera and Ballet danced the Viennese waltz in special costumes accompanied by the iconic tune „On the beautiful blue Danube“, performed by ten musicians from Sofia Philharmonic Orchestra. It was dedicated to the 150th anniversary of the musical masterpiece of Johann Strauss-son.
  • „Viennese“ retro tram in the center of Sofia. Access was free and during the tour, passengers were acquainted with interesting facts about Vienna and its landmarks. Classic Austrian music sounded in the tram and passengers had the opportunity to taste the traditional delicacies of Heindl.
  • Competition for children’s drawing with the participation of 150 students from 6 metropolitan schools on the theme “How I imagine Prater” – the amusement park, one of the emblems of Vienna.
  • Giant heart – a symbolic expression of Vienna’s love to Sofia. The five-meter construction, located in Mall “Serdika Center”, was filled with sweet temptations from Austrian confectionery producer „Manner“, at wide-public reach.
  • Four media events – flash mobs, retro tram tour, giant heart installation opening, dinner with tasting of Vienna wines
  • Five press releases
  • Interview with Thomas Reindl, Chairperson of Vienna City Council
  • Ten original articles on Vienna history, culture and city government
  • Media partnership with 24 chasa, Capital newspaper, Dnevnik.bg
  • Promotional campaign in national media, Sofia Airport, Sofia City and city light ads
  • Eurocomm-PR in Bulgaria website SEO optimization

Results:

  • Over 50 000 people attended Vienna Days in Sofia scheduled events
  • More than 50 journalists from national media attended the campaign initiatives
  • Wide media coverage with over 150 pieces – 9 TVand 7 radio reports, 18 print publications and 121 online articles
  • A series of 20 articles from campaign media partners
  • The City of Vienna, its cultural and historical heritage was promoted
  • The AMI Communications Campaign for the Vienna Days was honored with a prize in the Public Sector Communication Project Category at the 2018 PR Prize of the Bulgarian Public Relations Association

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