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| HOME > CASE STUDIES > Case Studies |
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Brand Marketing : 250th Mozart anniversary Global campaign - 2006 |
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| + Task |
Maximize the Mozart brand to strengthen the image of Austria, its music, and Austrian culture
among Korean audiences by joining the global Mozart 250th anniversary campaign. |
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| + Strategy |
CJSW invited Korean media to Austria to write about concerts and other cultural activities.
In particular, Korean journalists visited the two “Mozart cities” of Vienna and Salzburg.
Various other promotional campaigns were also conducted including attracting broad participation
from Korean musicians who perform Mozart or who had studied in Austria.
CJSW also arranged for feature spreads about Mozart in various publications, high-profile
performances of Mozart’s work, and for Mozart shows to be broadcast live on the radio.
Workshops and gala dinners were also produced to further support the mission. |
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| + Results |
Achieved 38 percent increase of Korean visitors to Austria’s Mozart cities compared to the
previous year. Upgraded tours to Austria under the Mozart brand. Produced media coverage
valued at over 8 million EUROs. |
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