Kleine Zeitung – Alpine World Ski Championship 2013

Kleine Zeitung – Alpine World Ski Championship 2013

Initial situation:

The local newspaper Kleine Zeitung was the official partner of the Alpine World Ski Championship in 2013 in Schladming. This newspaper has more than 800 000 readers and is the second largest daily paper in Austria. During the Alpine World Ski Championship, all communication channels had to be used to the fullest.

The goal:

The local newspaper Kleine Zeitung was the official partner of the Alpine World Ski Championship in 2013 in Schladming. This newspaper has more than 800 000 readers and is the second largest daily paper in Austria. During the Alpine World Ski Championship, all communication channels had to be used to the fullest.entire campaign. An extraordinary outdoor advertising campaign was to support the entire campaign, especially in public places.

The goal of the cross-media presentation, was to show off all strengths and possibilities of this media group 24/7 via newspaper, online, tablet, mobile, app, event, subscription marketing and social networks such as Facebook and Twitter.

Campaign idea and implementation:

The out-of-home-campaign with ambient media elements and the „fastest billboard in the world“ as a highlight, which was meant to congratulate the downhill skiing world champion via mobile billboards and the app of the Kleine Zeitung.


The campaign started five weeks in advance and drew attention to the many campaigns of the Kleine Zeitung by using outdoor advertising. The visualization "so steil ist die Planai" was a surprising element and made for interesting conversations and anticipation.

 

Campaign start:  January until middle of February 2013
 
Duration:6 weeks
 
Campaign Styria:  280 City Lights
55 Billboard Lights
500 24/1 posters
65 mobile 24/1 poster stands
 
Campaign Carinthia:  230 24/1 posters
40 rolling boards

 

Result:

 

The out-of-home campaign of the Kleine Zeitung reached a very high visibility and had an extraordinary impact. In the center of the campaign were the surprise moment, the creativity and intelligent networking. The Kleine Zeitung was recognized in Styria and in Carinthia as the media for the Alpine World Ski Championship with its very successful trial-subscription-campaign and its positive image.The Kleine Zeitung received the "European Digital Media Award" in London. In the two most important categories they reached first place for their cross-media-appearance as well as for the complete marketing concept including the impressive out-of-home-campaign.Statement:MMag. Michael Kummerer (Head of Marketing at Kleine Zeitung)

 

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