With the Vienna Woods, the Danube Island and countless parks and meadows throughout the city to choose from, the amount of green space in the Austrian capital routinely earns Vienna top marks in visitor surveys. And in a nation where the amount of sand heavily outweighs the number of green spaces, this makes it an especially attractive destination. This was a major factor in the Vienna Tourist Board's decision to recreate a mini Vienna Park in two popular shopping centers in Saudi Arabia, in a bid to reach out to potential visitors. On May 17 and 18 a 6x5 meter poster displaying the park in front of the Kunsthistorisches Museum in Vienna was seen by around 65,000 shoppers at the Kingdom Mall in Riyadh. The message on the accompanying ad display, "At this very moment you could be walking through one of the 280 parks in Vienna," triggered a sense of wanderlust among shoppers, tempting them to experience the greenery of the Austrian capital for themselves. A strip of lawn in front of the poster complete with plants, flowers and a park bench made for a perfect place to pass the time and take a souvenir photo. Everyone who entered the park was handed a rose by promoters, dressed in green gardening aprons, and t-shirts displaying the Vienna logo. They also handed out flyers with details of a Vienna package offered in cooperation with Saudi Arabia's Al-Tayyar Travel Group. Vienna also "parked up" at the Red Sea Mall in Jeddah on 24 and 25 May which was visited by around 50,000 shoppers.
Vienna Media News 07/2012 Green Vienna campaign in Saudi Arabia
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