Integrated Marketing Communications : Korean network TV-hosted concert at Vienna Konzerthaus
+Task
Introduce Korean culture to the overseas market for the benefit of the Korean travel industry.
Promote stronger ties between Austria and Korea to encourage greater mutual understanding.
+Strategy
CJSW maximized the opportunities from this $1 million project through networks on both sides
of the ocean, to introduce Vienna’s key attractions to Korean audiences. We recruited TV
stations in Europe, helped create an orchestra composed of Korean and Austrian musicians,
and invited Korean journalists to the music cities of Salzburg and Vienna to experience concerts
and share with audiences back home. Through close ties with the corporate sector we attracted
numerous sponsors including Korean Air, KBS-TV and LG.
+Results
Joint concert was carried on KBS-TV during prime-time Sunday, supplemented by periodic news
reports to Korean audiences about the KBS team’s visit to Austria.
The concert at the Vienna Konzerthaus not only increased public awareness of Austria as a travel
destination but also enhanced Austria’s name recognition and image in Korea.
