Cases
AM WÖRTHERSEE – (Not) a PR-Stunt
THE CHALLENGE
Anyone can make classic print ads, clichéd TV spots and little social media movies. That’s why our client, the Region Wörthersee-Rosental Tourismus GmbH, decided to leave these conventional advertising methods behind and invest their entire six-figure marketing budget in a single guerrilla campaign: the production of a Netflix-quality trailer. For a series that doesn’t even exist yet.
We pretended that the series AM WÖRTHERSEE was being produced in the Wörthersee-Rosental region for an international streamer in order to maximise its reach and rejuvenate the region’s image in the long term. This resulted in considerable demand for the (potential) series.
“If you want to achieve something in this world, you have to put your neck on the line.”
– Roland Sint, former Managing Director of Region Wörthersee-Rosental Tourismus GmbH
The trailer, produced by LENSECAPE and EUTOPIAFILM, will be launched on YouTube on 1st April. It features top Austrian actors such as Manuel Rubey, Julian Waldner, Sarah Jung and Reinhard Nowak as well as German model Alena Gerber and influencer Anna Strigl (> 2 million followers). The trailer was accompanied by an elaborate 360-degree advertising campaign, both online and offline, as is customary for major streaming productions. 200,000 of the total budget was allocated to the campaign.
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THE IDEA
Big, bigger, AT WÖRTHERSEE. This is probably the best way to describe the project and the associated advertising campaign. Our strategy was divided into three phases: Countdown, Mystery and Resolution.
The marketing machine was turned on during the countdown phase (22-31 March 2024) to generate maximum visibility for the series project. During this phase, an Instagram account was launched with at least two posts per day, reaching up to 24,000 accounts per day. In the mystery phase (1 – 14 April 2024), all activities were coordinated with the launch of the trailer on YouTube to ensure that it was seen and shared by as many people as possible. 1 April was deliberately chosen to further stimulate speculation in the media and on social media. The biggest challenge was to ensure that both we and the more than 100 contributors kept the myth alive, continuing to promote the project but not spreading false information. On 15 April, the resolution phase finally began with the dissolution of the campaign as such at a press conference in Velden am Wörthersee. The story behind the story has now been revealed, and the successful PR coup has led to further publications and a further buzz on social media.
OUR ACTIONS
- Social Media: Content creation and social media support @am_woerthersee
- OOH: Poster advertising at the main railway station in Vienna and Carinthia
- Press releases
- Premiere event at the Filmhaus cinema at Spittelberg, Vienna
- Press conference: Dissolution of the PR stunt as part of the tourism symposium in Velden
- Cooperations: Kronen Zeitung, Kinocheck.de and film critic Robert Hoffmann, among others
THE OUTCOME
AM WÖRTHERSEE has been the talk of the town. Or to be more precise, the talk of Austria, Germany and beyond. Over 20 million likes on our Instagram account. Around 70 publications in the German media:
- 22 print publications (including Kronen Zeitung, Kleine Zeitung, Kurier, Madonna)
- 36 online publications (including oe24.at, film.at, derstandard.at, diepresse.com)
- 4 radio reports
- 1 TV report
Total reach: 61.9 million
AM WÖRTHERSEE has been the talk of the town. Or to be more precise, the talk of Austria, Germany and beyond. Over 20 million likes on our Instagram account. Around 70 publications in the German media.
And what happens now? It is indeed a realistic scenario that the PR stunt by Region Wörthersee-Rosental Tourismus GmbH will become a series. People want to see AM WÖRTHERSEE.
CLIPPINGS
KINOCHECK.DE
Megaproduktion aus Österreich: Diese Serie will Hollywood Konkurrenz machen.
