To make Burgenland known also for its wine tourism
Challenge
Until now, Burgenland Tourism has focused mainly on the topics of sport and wellness in its communication. In order to highlight the culinary offer, wine enjoyment and tourism should be combined in a campaign and attention should be drawn to the six DAC regions that produce wines at the top international level.
But how do you make this tourism field, which at first glance seems very specific, interesting for a broad target group and distinguish it from the strong competition from southern Styria without serving 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, thermal spas, enjoyment and culinary delights is one of the main reasons to visit our country and plays a leading role in tourism. And it is precisely for this leading role that we have been able to win over a very special ambassador and performer in the form of Castle actor, cinema and series star Nicholas Ofczarek."
Managing Director
Burgenland Tourism
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 became not only the main actor of the campaign and brand ambassador, but the wine itself.
In an attention-grabbing 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 play in TV, audio, web videos and on social media, print ads and posters also feature specially designed lettering to round off the multimedia creative concept.
"To have the character of wine portrayed by an actor is a beautiful idea. To have a master of his craft like Niki Ofczarek thrilled with it, even faced with a challenge, is even nicer. His commitment and talent make this campaign unique."
Serviceplan
Key Takeaways
#1
Product advertising does not always have
to show the product.
#2
Testimonials increase the
earned media value.
#3
A trusting customer relationship
is essential.
"Since the idea offers potential for every touchpoint, we were able to work freely in the creative implementation. At this point, many thanks to Niki Ofczarek and Burgenland Tourism, who recognized the greatness of the concept and took this courageous path with us."
Creative conception and support of the project
Serviceplan
