Muscovites and Bucharesters stroll through Vienna at home
The "stroll through Vienna" which the Vienna Tourist Board has installed in one of the halls of Moscow's GUM department store for two weeks starting September 5 is an interactive installation deploying an innovative technology. Shoppers passing through a specific area are projected directly into a large screen with a photograph of Graben, making it appear as though they were strolling along Vienna's elegant shopping street. Placed around the screen is a picture gallery with 17 large-format views of Vienna. There are also hostesses wearing outfits with the slogan "Now or never: Discover Vienna" distributing flyers with information about Vienna, a Vienna package put together by a Russian tour operator as well as a notice about the interactive campaign on the Vienna Tourist Board's website and Facebook page (www.tour.vienna.info/ru and www.facebook.com/ViennaTouristBoard). There internet users are able to upload their snapshots. The people depicted on them are then sent on a virtual fiacre trip round Vienna, and are able to share this experience with their friends by video on Facebook, Twitter or by e-mail. This virtual Vienna tour is advertised on banners on YouTube and on a network of travel websites. Coinciding with the department store campaign, 223 radio spots produced jointly with Austrian Airlines will also be broadcast on three Moscow radio stations.
Reason enough for Angelika Grzebyta, Vienna Tourist Board Media Relations Manager, to hold a press conference at the Café Articoli in GUM department store followed by a viewing of the Vienna walk installation and exhibition. 37 journalists accepted her invitation, including representatives of TV Mix (Russia) and Domashniy TV, Elle Girl, Elle Interior, Tourbusiness, and many others besides.
Virtual stroll around Belvedere Palace gardens in Bucharest
From September 8 thru 22, the Vienna Tourist Board used a similar setup at the intersection of Lipscani and Smardan streets in Bucharest's pedestrian precinct to transport passers-by to the gardens of Belvedere Palace. Once again, there were hostesses handing out flyers, and the Romanian website also enabled users to take a virtual fiacre tour through Vienna. The accompanying press conference in Bucharest was devoted to Vienna's Klimt Year 2012. A total of 23 media including the well known daily newspaper Romania Libera, the leading financial newspaper Ziarul Financiar and exclusive lifestyle magazines like Harper's Bazaar, Viva! and Unica were all represented. The parallel advertising campaign in collaboration with Austrian Airlines featured 244 posters promoting trips to Vienna during the campaign.