Making Burgenland known for its wine tourism
Challenge
Up to now, Burgenland Tourism has mainly focussed on the topics of sport and wellness in its communication. In order to also emphasise the culinary offer, wine enjoyment and tourism were to be brought together in a campaign and attention drawn to the six DAC regions, which produce wines of top international standard.
But how do you make this at first glance very specific field of tourism interesting for a broad target group and set yourself apart from the strong competition from southern Styria without catering to the typical wine tourism clichés?
"Wine is one of the main pillars of tourism in Burgenland. Especially in the Pannonian autumn, wine in combination with nature, relaxation, spas, pleasure and culinary delights is one of the main reasons to visit our province and plays a leading role in tourism. And it is precisely for this leading role that we were able to win over a very special ambassador and actor in the castle actor, cinema and series star Nicholas Ofczarek."
CEO
Burgenland Tourismus
Wine advertising without showing wine
Solution
To bring the unique character traits of the high-quality wines to life, we relied on the most renowned character actor in the German-speaking world: Nicholas Ofczarek.
He not only became the main actor of the campaign and brand ambassador, but also the wine itself.
In an eye-catching 360° campaign, each wine region was staged by him in a channel-specific way - without actually showing the wines. In addition to Ofczarek's expressive performance on TV, audio, web videos and social media, specially designed lettering was also used on print adverts and posters to round off the multimedia creative concept.
"Having the character of wine portrayed by actors is a great idea. To have a master of his trade like Niki Ofczarek inspire us with it, and even present us with a challenge, is even better. His commitment and talent make this campaign unique."
Wien Nord Serviceplan
Key Takeaways
#1
Product advertising does not always necessarily has to show the product.
#2
Testimonials increase the earned media value.
#3
Eine vertrauensvolle Kundenbeziehungen
ist essentiell.
"As the idea offers potential for every touchpoint, we were able to work freely in the creative realisation. We would like to take this opportunity to thank Niki Ofczarek and Burgenland Tourismus for recognising the greatness of the concept and taking this courageous path with us."
Wien Nord Serviceplan
