Tourism triumph at UEFA EURO 2008â„¢ –

“UEFA EURO 2008â„¢ will make history as a tournament of friendship, with expect Emotions turning into reality and images of Austria broadcast all over the world communicate our country’s values: safety, cleanness and hospitality!” says Dr. Petra Stolba, CEO of the Austrian National Tourist Office, with enthusiasm.

“The scenes TV audiences could see alongside the tournament in Austria will strongly consolidate our image.”

“The Austrian National Tourist Office has thus reached its goal.” 

Also the provincial tourist boards largely underline the positive effect of UEFA EURO 2008â„¢and the Host Cities are more than satisfied!

Preparation

Since 2004 the Austrian National Tourist Office has been committed to the promotion of tourism in preparation for UEFA EURO 2008â„¢.

A total of 650 arrangements have been made, based on a special budget of EUR 6 million made available by the Austrian Federal Ministry of Economics and Labour. Moreover, the Austrian National Tourist Office was able to allocate EUR 5 million by regrouping.

The highlights included a road show touring nine European capitals, multi-national press trips, a strategy that brought tourist agents from abroad to Austria (PEP), print and online campaigns, to name just a few.

The primary goal was to feature Austria in the light of UEFA EURO 2008â„¢, sharpening the awareness of people from all over the world for vacation country Austria.

We also wanted to address new guests who, subsequent to their emotional experience of Austria, spend a family vacation in our country.

The advertising campaign (print and online) of the Austrian National Tourist Office (implemented in the markets Germany, Great Britain, Italy, France, the Netherlands, the Czech Republic, Belgium, Spain, Sweden and Russia) reflects the Austrian National Tourist Office’s strategy to exploit the sports topic UEFA EURO 2008™ for a long-term tourism benefit.

The advertising subjects featured Austria as a land of culture, scenic beauty and enjoyment.

The Austrian National Tourist Office during UEFA EURO 2008â„¢

Contacts with journalists visiting Austria during the tournament and supply of services have been and still are the most important components of this work before and during the EURO.

An information stand, a lounge and interview areas represented the Austrian National Tourist Office at the IBC (International Broadcast Centre).

The contact point for journalists not accredited for UEFA at the National Library, the Host City Media Centre Vienna (HCMCW), also includes an Austrian National Tourist Office stand withg 2,063 journalists accredited.

The Austrian National Tourist Office has also been able to promote vacation in Austria at the UEFA’s press centre in Vienna’s Ernst Happel Stadium (SMC), at the press centre of the Austrian Football Association (ÖFB) in Stegersbach, Burgenland, as well as at the press centre in Saalfelden/Leogang, Salzburg, where the Russian team was accommodated.

In total, the IBC has hosted more than 250 interviews so far. And the HCMC has hosted another 210 interviews.

The fact that some of the really big TV stations have reported and still report with a view to Austrian sights (ZDF from the Bregenz Festival’s lakeside stage, Al Jazeera Sport with a view to the Viennese Hofburg Palace, Phönix with a view to the Viennese Parliament and the Fan Zone) is a promotion worth much more than can be estimated realistically.

Online the Austrian National Tourist Office has achieved a total of 1,623 million page views with its webpage www.austria.info/euro2008, some 40,000 page views with the B2B channel www.austriatourism.com/euro2008 and some 80,000page views in less than three months with the media channel www.austria2008-media.at.

Downloads of testimonials are impressive indeed: pod casts with the voices of Ioan Holender, Hubert von Goisern, Ferrucio Furlanetto, Frenkie Schinkels, Radek Knapp and many more were downloaded 1,100 times in only 10 days.

In addition to services rendered to journalists in Austria – the Austrian National Tourist Office and its partners have organized 160 individual press trips so far – there are the public relations services rendered by ANTO’s market offices in those countries whose teams participated in the European Championship. Also in this respect the promotional value is incalculable.

35 TV stations have taken advantage of footage material, as important ones as Bloomberg News, NTV, Sky, RTL or Eurosport among them.

Also internet platforms such as www.spiegel.de, www.stern.de or www.bbc-oncline.com have made use of ANTO’s footage. For surveying the online reports about Austria during UEFA EURO 2008™, ANTO has commissioned a media monitoring.

And here’s some detail to start with: At flickr.com the number of pictures connected with Austria increased by 40% already in the first week of the tournament.

The games’ added value for the Austrian tourism through the country’s presence in forums, blogs and picture databases is inestimable.

Austrian National Tourist Office – with full force into extra time

“Our commitment will only pay off if we use the contacts gained by UEFA EURO 2008™ and manage to transport the great atmosphere experienced during the tournament into the next seasons”, commented Petra Stolba after the final.

For campaigns on the sustainable use of UEFA EURO 2008™ for the Austrian tourism the Austrian National Tourist Office has reserved 10%, i.e. EUR 600,000 of the Federal Economy Ministry’s special budget.

ANTO also plans a print campaign in the champion’s country for the time after the final whistle, UEFA EURO 2008™-related online promotion in the three major tourist markets abroad (Germany, the Netherlands and Italy), public relations activities and a film of Best-of offerings from Austria as footage material for TV stations.

Above all on B2B level the market offices of the Austrian National Tourist Office will implement numerous activities illuminating once more the Host Cities and vacation in Austria in connection with this year’s European Championship.

A Report by The Mole