Cultural diversity on the sunny side of Austria.
Challenge
From opera and theatre to festivals and much more, Burgenland offers a wide range of cultural diversity that needed to be captured in a campaign. The challenge was not only to depict the individual locations, but also to raise awareness of the wide variety of themes and genres and bring them together coherently in a campaign.
You can only enjoy cultural delights like this there.
Solution
Exceptional actor Nicholas Ofczarek once again makes Burgenland his stage, this time presenting, embodying and bringing to life the cultural delights of the region.
Twelve locations that could not be more different embody the cultural diversity of Burgenland alongside Nicolas Ofczarek's acting. As if in a trance, Nicolas travels from cultural site to cultural site, showcasing the diversity and breadth of Burgenland's cultural offerings and bringing them to life for the viewer. The emotional journey invites you to visit Burgenland and experience its culture up close.
The ‘Burgenland cultural experience’ celebrated its debut on XX during a press event at the Casino am Schwarzenbergplatz in Vienna and has since been visible throughout Austria in the form of a 360° campaign on TV, digital, social media, print and through special advertising formats and analogue and digital outdoor advertising.
‘The campaign shows in its own unique way how tourism and culture go hand in hand in Burgenland. The concept allows both the diverse programme of the province and the charismatic brand ambassador to get enough stage time and entertain the audience.’
CMO
Burgenland Tourism
‘Whether drama, comedy or festival: Burgenland really does play all the cultural cards. And it is precisely this diversity that we wanted to showcase in the now unmistakable Burgenland style.’
Creative Director Text
Wien Nord Serviceplan
Key Takeaways
#1
Represent cultural diversity in a balanced way, thereby reflecting a broad spectrum.
#2
Presenting culture in a modern way and thus appealing to a broad target group.
#3
Ensuring artistic freedom for the authentic portrayal of the artist guarantees an authentic performance.
