Vienna takes original approach to Austrian CityReading project with Enzis, book posters and giant video game
This year residents of Madrid and The Hague have already had the pleasure of being able to "occupy" this cult furniture from the MuseumsQuartier - with Vienna branding, of course. Between the end of July and 4 September, a total of eight Enzi sofas will be "on tour" in Austria as part of the "CityReading" project. People are encouraged to enter "reading rooms" in public places free of charge to browse some 3,000 books and listen to readings by well-known authors. This year readers can make themselves comfortable on Enzi sofas. The sofas have already been set up in Innsbruck, Bregenz, Salzburg and Klagenfurt for four days at a time, and they will now be available for bookworms in Linz from August 25 thru' 28, and in Graz from September 1 thru 4. "The world is like a book, and a person who never travels only ever sees one page of it. Our contribution to the CityReading project is designed to encourage not only lovers of literature to open their next chapter in Vienna," explains Director of Tourism Norbert Kettner.
The Vienna Tourist Board is not only using Enzi sofas as "advertising you can touch" during the CityReading project: for the first time - in keeping with the theme - it is deploying "book posters" as well. In all these cities with the exception of Innsbruck, the board has put up not only Vienna posters on citylights placed near the groups of Enzi sofas, but also oversize books. Under the motto "Now or never: discover the finest sides of Vienna", passers-by are invited to browse the books containing 16 pages with Vienna themes and information about current cultural events. There also are plans to use such "book posters" for marketing campaigns abroad in the future.
Just launched: interactive Enzi game on Lentos facade in Linz
At the CityReading project just opened in Linz, the Enzi sofas are not just for sitting on, but for playing with as well. As night falls, they can be put together on a giant screen on the Lentos Art Museum in a game involving physical exertion and skill. A successful game that has long been available on the Vienna Tourist Board website (http://WIENzi.wien.info) has been adapted specially for this purpose.
The campaign around the CityReading project also involves the distribution of flyers with information about Vienna and attractive travel packages. Anyone wishing to follow the Enzis tour through Austria can do so at www.wien.info/en/special/enzis-on-tour until the end of September - and also stands a chance of winning one of these cult sofas.