|
WIENER MOZARTJAHR 2006
PR and Communication in Review
Public relations and press releases require highly individualised communication policies in order to be successful. In accordance with Artistic Director Peter Marboe’s concept of conveying the underlying ideas of WIENER MOZARTJAHR 2006 primarily through communication and press releases in the media and of giving the individual projects the necessary target-group-oriented public coverage, all the while keeping the umbrella brand WIENER MOZARTJAHR 2006 in the public eye, specially tailored PR concepts were developed in line with an overall communication strategy. COMMUNICATION STRATEGY
In order to achieve the desired publicity for the various projects within the context of the overall objective of WIENER MOZARTJAHR 2006 and its public image, as described above, WIENER MOZARTJAHR 2006 developed a communication strategy based on the following principles:
In the print and electronic media
Concentration and a strong focus on content, press releases, and PR Ongoing, intensive, yet discreet reporting of various kinds (press conferences, press receptions, individual and group interviews etc.) via all communicationchannels had the desire effect that WIENER MOZARTJAHR 2006 was accepted and welcomed as a provider of information which was, as a result, turned to good account in the media.
As for the programme year itself, a combination of active press campaigning by the WMJ06 press
department and the cooperation of important national media, as well as European and international contacts to media representatives and journalists, succeeded in publicising the programme. We should like to take this opportunity to thank the journalists worldwide who worked together with us throughout the year.
Time planning and theme grouping in national programme communication
In order to continually present new themes, the communication time for the individual projects was reduced to a minimum. That enabled us to reduce internal competition. On the other hand, a content concept for the entire year was prepared, which made it possible to keep all the themes of WIENER MOZARTJAHR 2006 in the media throughout the year.
Focus groups
The Viennese as well as culture lovers from Austria and abroad naturally act as multiplicators of programme content, and therefore the transmission of information by primary sources was considered an important part of our communication strategy: From 2004 to 2006 we conducted a total of 47 focus group events, presentations and information events oriented towards people in Austria and abroad who were potentially interested in culture (teachers, university students, schoolgoers, tour and tourist guides, clubs etc.). In this way, more than 2,000 people came in direct personal contact with the organisers of WIENER MOZARTJAHR 2006 and as a result became its information bearers and multiplicators.
REALISATION
Preparation
In 2004 and 2005, potential cultural addresseeswere introduced to the concept of WIENER MOZARTJAHR 2006 mainly by means of individual interviews. Media representatives who had been concerned about the possibility of overkill as a result of the Mozart Year were relieved of theirprejudices through consciously selected forms of
communication. 55 individual interviews were presented in national and international media in these two preparatory years alone.
The first major event
Publicity for the three-day happening “A Celebration for Mozart - and all of Vienna is invited?”, which took place from 27 to 29 January 2006, began with selectively placed advertorials in mass media, television and radio, particularly in order to arouse enthusiasm for WIENER MOZARTJAHR 2006 in various target groups that otherwise would not have attended an event of this kind. The main programme themes developed by Artistic Director Peter Marboe for the rest of the year were already firmly anchored in this opening weekend. Numerous representatives of the international press travelled to Vienna to attend this three-day celebration of Mozart’s birthday and thus it was possible to pre-establish the climate of opinion / image of WIENER MOZARTJAHR 2006 for the rest of the programme year: the conceptwas successful and the media level for the coming year was presaged, both qualitatively as well as quantitatively. With 115 events and a Mozart- FestZelt tent, more than 100,000 people were given access to a high-quality programme without clichés. During the weekend, 25 temporary employees of the press department looked after 332 media representatives from Austria and abroad. A temporary press centre set up at Mahlerstraße 14, and 26 press tables at the various venues ensured full comfort and convenience for the media representatives at all the events. One of the most important media events connected with the 250th anniversary of Mozart’s birth was the project “24hours Mozart”, a 24-hour
TV broadcast devoted to the life and works of the great composer. The satellite transmission on 27 January 2006, with live broadcasts from Berlin, Vienna, Salzburg, Prague and Peking, reached a viewing audience of millions.
A standard had been set; what remained was to make sure that the public coverage of WIENER MOZARTJAHR 2006 over the next eleven months would continue to be just as effective, appealing and inviting.
134 press conferences in Austria and abroad
The media were, of course, particularly important communication channels. Detailed reporting in the media made it possible to provide comprehensive information about WIENER MOZARTJAHR 2006 without the festival’s gaining a reputation of being a “marketing event” or a “spectacle”. In a total of 134 press conferences and presentations in Austria and abroad, the programme was given highly individualised coverage, in each case with different participants, before media representatives and selected opinion leaders in carefully chosen locations.
MEDIA RESONANCE
Altogether, 10,262 national und international media reports appeared this year: 7,459 in Austria and2803 in a total of 39 other countries. 154 interviews were given to national and international media representatives.
1. WIENER MOZARTJAHR 2006 on TV - Highlights
“24hours Mozart”, the 24-hour TV marathon on the occasion of the 250th anniversary of Mozart’s birth, with live broadcasts from Berlin, Vienna, Salzburg, Prague and Peking, was enjoyed by million of viewers. “24hours Mozart” was the largest-scale programme marking a celebrity’s birthday ever presented on television: 36 channels in 33 countries received the broadcast by satellite - including the coproduction partners ORF, ZDF, ARTE, CCTV (China) and major channels such as BBC (GB), NHK (Japan), RTBF (Belgium) or KTVC (Russia). RAI (Italy) and the state broadcaster of Kosovo also tuned in for part of the broadcast.
The following TV channels broadcast the projects “Coronation Mass at St. Stephen’s Cathedral” and “Spirits of Mozart”:
Austria - ORF, TW1 (market share: 30%)
Germany - ZDF, ARTE, SWR, LTV
France - ARTE, MEZZO
Switzerland - RTSI, European Broadcasting Union
(EBU)
China - CCTV (tvb)
Japan - NHK
Great Britain - BBC
Russia - TV Kultura (KTVC)
Netherlands - NPS
Belgium - RTBF, VRT
Spain - TVE, Canal Tematico (tbc)
Ireland - RTE
Sweden - SVT
Finland - YLE
Norway - NRK
Denmark - DR
Greece - ERT
Slovenia - RTV-SLO
Estonia - ETV
Poland - TVP
Hungary - MTV
Czech Republic - Czech TV
Bulgaria - BNT
Cyprus - CBC
Iceland -- RUV
Taiwan - PTS
South America - Pramer
Canada - ART TV
Another TV-viewer record in the context of the medial communication of WIENER MOZARTJAHR 2006 was achieved by “Mozart in Salzburg and Vienna”, the film shown during the intermission of the New Year’s Concert 2006, which was seen by 1.3 million viewers worldwide.
2. National reporting about WIENER MOZARTJAHR 2006
6,544 reports about WIENER MOZARTJAHR 2006 appeared in Austrian print media, thus constituting the largest group of counted publications. In addition, 348 reports on television and 545 on radio were counted (and it must be mentioned in this context that professional media observers are able to cover only about 10 % of all radio broadcasts).
3. International reporting about WIENER MOZARTJAHR 2006
2,545 reports on WIENER MOZARTJAHR 2006 were published in print media in 39 countries outside of Austria; foreign broadcasters in 32 countries presented 168 reports on television; 112 reports were broadcast on radio in 28 countries. We should like to thank Managing Director Karl Seitlinger of the Vienna Tourist Board, Deputy Managing Director Wolfgang Kraus, Gudrun Engl and all those working in the market and media management department.
International print media which reported on WIENER MOZARTJAHR 2006 (in alphabetical order):
Belgium: De morgen, Gazet van Antwerpen, Het Laatste Nieuws, Het Volk, La Derniere Heure, La Libre Belgique
Bosnia: Compress Sarajevo
Czech Republic: Hosdodarske noviny, Xantypa,
Lidove novi, Pravda, Ona Dnes, Reflex
Denmark: Berlingske Tidende, Politiken
Finland: Aamulehti, Helsingin Sanomat, Hufvudstadsbladet, Turun Sanomat
France: L`Express, La Lettre Internationale, La Liberation, La Tribune, Le Figaro, Le Monde, Le Quotidien du medecin, Madame Figaro
Germany: Augsburger Allgemeine, Bunte, Der Tagesspiegel, Die Abendzeitung, Die Welt, Die Zeit, Frankfurter Allgemeine Zeitung, Frau im Spiegel, Hamburger Abendblatt, Hannoversche Allgemeine Zeitung, Münchner Merkur, Nürnberger Nachrichten, Rheinischer Merkur, Stern, Stuttgarter Nachrichten, Süddeutsche Zeitung, Touristik Aktuell, Vogue
Great Britain: BBC Music Magazine, The Daily Telegraph, The Guardian, The Herald Magazine, The Independent, The Sunday Times,The Times, The Wall Street Journal, The Weekly Telegraph, Travel Weekly
Greece: Eleftheri Ora, Imerisia, Katherimini, Thessaliki
Hungary: Magyar Nemzet, Nepszabadsag, Világgazdaság
Ireland: Irish Travel News, The Irish News
Italy: Corriere Adriatico, Corriere della Sera, Gazetta del Sud, Il Giornale della Musica, Il Giornale, Il Giorno, L´Anniversario, La Nuova, La Repubblica, La Stampa, Vogue Italia
Japan: Asahi Shimbun , Nihon Keizai Shimbun
Luxembourg: Luxemburger Wort
Marocco: Libération
Netherlands: Nederlands Dagblad
Poland: Dziennik Polski Dodatek, Gazeta Krakows, Gazeta Wyborcza, Rzeczpospolita
Portugal: Jornal de Noticias, Publico, Vogue,
Russia: Marie Claire, Men´s Health, Parlamentskaja Gazeta
Sweden: Aftonbladet, Smalands Tidningen, Swenska Dagbladet
Switzerland: Mittelland Zeitung, Neue Zürcher Zeitung, Schweizer Illustrierte, Tagesanzeiger
Serbia: Balkan Ekspres, Danas, Politika
Slovakia: Compress Bratislava, Domino Forum,
Pravda, SME
Slovenia: Delo, Delo-Ljubljana, Elle
Spain: 20 Minutos, ABC, Dominical, El Mundo, El
Pais, Quo Madrid
Turkey: Hürriyet, Radikal, Turkish Daily News, Türkiye
USA: Chicago Sun, Daily Herald, Daily Press, Houston Chronicle, Journal Star, New York Times, Star, The Capital, The Courier, The Daily Gazette, The Daily News, The Daily Sun, The Express, The Post, The Sun Herald
Advertising value estimate
Press and public relations work is difficult to quantify, but the following brief excursus contains a sample calculation of the estimated advertising value of the documented reports on the world premiere of the commissioned opera I Hate Mozart by Bernhard Lang and Michael Sturminger, presented at the Theater an der Wien (the calculation is based on the equivalent prices of advertisements): The total number of printed articles, radio and TV reports (21 international and 66 national reports as well as 30 announcements) was calculated to have a total advertising value of ¤ 1,387,158.
THANKS
We should like to extend particular thanks to Astrid Bader, Hansjürgen Schmölzer and their team (“BSX Bader & Schmölzer GmbH”, the communications agency of WIENER MOZARTJAHR 2006). With united efforts and a joint sense of quality, we planned and realised the overall communications scheme of WIENER MOZARTJAHR 2006 together in the “Spirit of Mozart”.
|
