The impact of media during theEurovision Song Contest 2015 onthedestinationimageofVienna

BachelorThesisforObtainingtheDegree

BachelorofBusinessAdministrationin

TourismandHospitalityManagement

SubmittedtoDr.IremÖnder

MatthiasSchwindl

1311008

Vienna,30thApril2016

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Affidavit

IherebyaffirmthatthisBachelor’sThesisrepresentsmyownwrittenworkandthatI

haveusednosourcesandaidsotherthanthoseindicated.Allpassagesquotedfrom

publicationsorparaphrasedfromthesesourcesareproperlycitedandattributed.

The thesiswasnot submitted in the sameor ina substantially similar version,not

even partially, to another examination board and was not published elsewhere.

Vienna,30thApril2016

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Abstract

The activities of theVienna Tourist Board, as the official destinationmanagement

organization (DMO) for the city Vienna, comprise all PR and marketing activities

linked to city tourism in Vienna. With regard to the overall marketing strategy

several concepts as well as strategies were established to enhance the city’s

perceptionaroundtheworld.

Part of the 2020 tourism strategy published by the Vienna Tourist Board is the

emphasis on the fivemain attributes that come to people’smindwhen they first

thinkofVienna.Ranging from thebeautiful imperialheritage to thegreatofferof

music and culture as well as the green spaces within the city limits. These

perceptions are integrated in themarketing strategy of the tourist board and are

usedformanypromotionalactivities.

Since2015thefamousRingstrasseBoulevardcelebratedits150thanniversary,many

media reportedabout thecity.However,ConchitaWurstwon theEurovisionSong

Contest 2014 inCopenhagenunexpectedly.Due toher victory in the competition,

this big world event took place in May 2015 in Vienna. An immense number of

journalistswereattractedby theESC2015who reportedabout theeventand the

tourism destination Vienna. Thus, several images of Vienna were projected in

variousarticlesandcountries.Onepartoftheresearchistheanalysisofnewspaper

articles inmagazinesandonlinearticlestodiscusstheimpactofthesepublications

onthegeneral imageof thecityandhowthecity’s image isperceivedduringthat

timeorchangedduetotheEurovisionSongContest2015.

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1 INTRODUCTION................................................................................................7

2 LITERATUREREVIEW........................................................................................8

2.1 DEFINITIONOFTOURISMANDTOURISMDESTINATION................................................8

2.2 DESTINATIONMANAGEMENTORGANISATION(DMO)...............................................9

2.3 ADMO’SSTRATEGICAPPROACH............................................................................9

2.4 TOURISMPRODUCT...........................................................................................10

2.5 MARKETING.....................................................................................................10

2.6 THEPSYCHOLOGYOFTOURISMMARKETING............................................................11

2.7 OBJECTIVESANDAIMSOFBRANDS........................................................................11

2.8 DESTINATIONIMAGE..........................................................................................11

2.8.1 Megaeventsinacountryandthedestinationimage............................15

2.9 MASSMEDIAEFFECTS.........................................................................................16

2.9.1 Cognitiveeffects.....................................................................................17

2.9.2 Affectiveeffects......................................................................................17

2.9.3 Behaviouraleffects................................................................................17

2.10 THETOURISMIMAGINATION..............................................................................17

2.11 TOURISMMARKET...........................................................................................18

2.12 DEFININGAREGIONORCITYASABRAND.............................................................18

2.13 THEVIENNATOURISTBOARD............................................................................18

2.13.1 StrategicDestinationDevelopment.....................................................19

2.13.2 BrandManagementandAdvertisement..............................................20

2.13.3 CorporatePublicRelations...................................................................20

2.13.4 ContentManagementandProduction................................................20

2.13.5 MediaandMarketManagement.........................................................21

2.13.6 ConventionBureau...............................................................................21

2.14 EUROVISIONSONGCONTEST.............................................................................22

2.14.1 Thebeginning.......................................................................................22

2.14.2 Therules...............................................................................................22

2.14.3 EurovisionSongContestVienna2015..................................................23

2.15 VIENNAASABRAND.........................................................................................23

2.15.1 Vienna–nowornever.........................................................................25

2.15.2 Photos..................................................................................................25

2.16 SIDEEVENTSSONGCONTESTVIENNA2015........................................................25

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2.16.1 EUROCLUB............................................................................................27

2.16.2 POPmeetsOPERA................................................................................27

2.16.3 EuroartintheMQ–TheESCMQFURNITURE......................................27

2.16.4 TheNul-pointers...................................................................................28

2.16.5 Tripsforfree.........................................................................................28

3 METHODOLOGY.............................................................................................29

4 ANALYSIS.......................................................................................................30

4.1 ANALYSISOFMEDIARELEASESRELATEDTOTHEEUROVISIONSONGCONTEST2015......30

4.2 ANALYSISOFGENERALMEDIACOVERAGE2014/2015............................................33

5 CONCLUSION.................................................................................................43

6 BIBLIOGRAPHY...............................................................................................45

APPENDICES.........................................................................................................51

APPENDIX1...............................................................................................................51

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1 Introduction

This scientific work critically discusses the impact of media during the Eurovision

Song Contest 2015 on the image of Vienna. There is an emphasis on howmedia

coverage differs during a mega event such as the Eurovision Song Contest 2015

comparedtogeneralarticlescoveringViennaasadestinationinthetimeperiodlate

2014 and 2015. Thus, only German and English articles in cooperation with the

ViennaTouristBoardareconsideredinthiswork.

The Destination Management Organisation (DMO) for Vienna, the Vienna Tourist

Board,evaluatedthetourist’sperceptionofthecityandlaterestablishedguidelines

howtheywanttopromoteVienna(ViennaTouristBoard,2013).ThisBachelorthesis

compares the brand elements established by the Vienna Tourist Board with the

actual newspaper articles’ description and announcement of the city. The

significanceofawell-establishedmediabrandstrategyisindispensablefortheDMO,

particularly since in most articles on the Eurovision Song Contest the host city is

often jointly mentioned. The analysis of articles can serve as an indicator if

establishedbrandelementsofViennaarerepresentedinmediacoverageornot.To

ensure this, the Vienna Tourist Board organised events for journalists and media

associates as a platform for transferring their values to their guests. This thesis

explains the influence of events for a successful destination image. Furthermore,

terms suchasdestinationmanagement,brand strategy, tourismmarketingaswell

as a description of the Eurovision Song Contest are discussed in this paper. The

importance of effective destination marketing is very crucial since high costs are

related tomarketing activities for a tourism destination. Thus, the evaluation and

contentanalysisofmediareleasesinGermanandEnglishserveasindicatorforthe

efficiencyofthemarketingstrategyoftheDMO(ViennaTouristBoard,2015).

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2 Literaturereview

2.1 Definitionoftourismandtourismdestination

The term tourism is hard to define as the complex phenomenon involves many

stakeholdersaswellasanunclearconsiderationofrecreationactivitiesversusactual

touristicbehaviour.Duetothedifficultiesthatcomealongthisprocessoffindingan

appropriatedefinition,tourismismostlydefinedbythreeitems:motivation,length

ofstayanddistancetravelledorbordercrossed(HeathandWall,1992).

Analysingatourismdestinationoveraperiodoftimedemandsacleardefinitionfirst

to ensure an appropriate final outcome. The Ritchie/Crouchmodel of destination

competitiveness compares the terms destination infrastructure with destination

superstructure. Both terms relate to one destination while the infrastructure of

destination consists of basic concepts such as water and roads. Whereas the

destinationsuperstructure,however,comprisesallservicesprovidedtotouristssuch

ashotelfacilitiesandrestaurants.Furthermore,itisessentialtodistinguishbetween

ageographical locationandadestination.Thus,ademandperspectivedescribesa

destinationas a setofproducts,natural andartificial attractionsand services that

attracttouriststoacertainplace.Thegeographicalpositionisthereforeconsidered

tobeacomponentofadestination(Presenza,Sheehan,Ritchie,2005).Adestination

is defined as an amalgam of tourism services and experiences. The geographical

locationhelpstodivideadestinationthatcanalsobeperceivedsubjectivelysincea

townaswellasacontinentcanbedescribedassuch.Demographicpatternsshape

the awareness of distinguishing between destinations, for instance for American

nationals Europe is considered to be a destination whereas European citizens

acknowledge neighbour countries within Europe as destinations too. The

consummation of tourism products is done under the destination’s name.Unique

experiencesorotherpatternsofadestinationdrivepeople tovisit it to fulfil their

demands.Adestinationfeaturesseveralaspectstoguaranteethisfulfilment.Forthe

analysisof tourismdestinations six componentsofadestinationwereestablished:

Attractions, Accessibility, Amenities, Available packages, Activities and Ancillary

services.Allnaturalandheritageaswellasartificialattractionsaredefinedasone

part.Inordertovisitthemaworkinginfrastructureisindispensableandisdescribed

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asaccessibility.Theaccommodationfacilitiesandothertouristservicescomeunder

amenities while the organisation of packages for a destination is explained by

availablepackages.Secondtolastareactivitiesthatcanbedonebytouristsduring

their stay.Additionally,bank services,hospitals andother servicesprovided in the

destinationarelinkedtoancillaryservices(Buhalis,2000).

2.2 DestinationManagementOrganisation(DMO)

A destination’s management faces difficult circumstances as a great amount of

stakeholdersareinvolvedintourism,includingnumerousbusinessesareas.Thereis

a need to develop a strategy on how to overcome issues related to different

opinionsorinterests.Basedonacommonwayofactingasoneentity,adestination

management organisation is in charge of the destination’s management. Its

existenceisofhighimportancesinceatourismproductofonedestinationcanonly

be guaranteed by a mutual working process. Branding a destination ensures a

competitive advantage as its uniqueness and product can be displayed through a

brand.Duetothat,prospectivetouristsofacertainareadohaveadistinctimageor

specificexpectationsofadestinationbasedonexternalinfluences.Theseimagesof

a tourism destination prior to the actual visit are transported through word-of-

mouth or publications in newspapers ormagazines. A DMO is responsible for the

coordination of a touristic offer in a destination. A representation of all interests

withinadestinationisalsoinvolvedintheDMO’ssetofactivities.Thedevelopment

ofanareashouldbeassuredthroughactivedestinationmanagementfortheregion.

One of its main tasks comprises all promotional activities and marketing for a

particulardestination.With regard to thestrategicplanningprocessofaDMOthe

improvement of tourism infrastructure in a particular region can serve as a great

foundationfortheimprovementofaregionaltourismproduct.Ultimately,theDMO

benefitsfromsuchactionsasthetourismproductenhances(HeathandWall,1992).

2.3 ADMO’sstrategicapproach

In a highly competitive market like the tourism industry where many similar

products exist, competitive advantage against other competitors in the field

becomes a vital role for a sustainable growth. Moreover, destinations face a

challengingmarketduetohighcompetitioninthefield.Duetothesecircumstances

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intheindustryitbecomesfundamentalforaDMOtoprovideservicesandproducts

inaccordancewiththeprospectivetourist’swantsandneeds.Asegmentedmarket

facilitates the fulfilment of individual demands. Activities that ensuremeeting the

needs of the market are extremely hard to manage due to the remarkably

competitiveenvironmentaswellas thechallengeof retainingacertainposition in

the market and still be able to respond to current trends. In order to achieve a

sustainable success, a strategicmarketing approachbasedona great collectionof

information is a necessity for a destinationmanagement organisation (Soteriades,

2012). Therefore, a DMO operates as a manager for all stakeholders and their

various interests in a destination. The adequate organisation of a destination is

considered to be the foundation of a successful destination product (Sheehan,

Sánchez,PresenzaandAbbate,2015).

2.4 TourismProduct

Definingthetourismindustry’sproductdemandsareviewofaverycomplexsystem

consisting of several components. During the creation procedure of the tourism

product a management power ensures a tangible outcome to start with, which

needs to be transformed into a tourism product by other factors. These factors

compriseservice,freedomofchoice,hospitalityandasafundamentalelementthe

involvement of the tourism product’s consumer. Due to that, production and

consumption of a tourism product are an integral process and thus inseparable

(Smith,1994).

2.5 Marketing

The definition of marketing in a business context involves a study of needs and

wants of consumers to divide them into multiple market segments. The

implementation of such sections serves as a facilitation of individualised products

offeredtoeachmarketsegment.Actionssimilartothisenhancechancesofmaking

profit as a firm, which further leads to a sustainable market presence for the

businessitself.Operatingforalongerperiodoftimeenablesacompanytoacquire

market share by gaining knowledge through experiences in the field of market

segmentationandprovidingsuitableproducts,respectively(Gummesson,1987).

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2.6 Thepsychologyoftourismmarketing

The similaritiesof tourismproducts requirea greatdistinctionofofferedproducts

and services in the tourism industry to guarantee consumer’s recognition. With

regard to this, psychology comes to play a vital role in differentiating a tourism

productfromitscompetitorsbysimplyusingmanipulation.Acommonapproachis

the creation of an image of a product that embodies all desires and dreams

developed by a consumer. Furthermore, the effect of an artificially constructed

image influences the consumer’s personal perception and can create a feeling of

dissatisfactioninthecurrentsituation.Thispsychologicaltrickthendrivespeopleto

desiretheprojectedfeelingevenmore,whichthenleadstolongingforthetourism

productexperience(Uzzel,1994).

2.7 Objectivesandaimsofbrands

A brand serves as an indicator for multiple patterns of a product. A well-created

brand and its visual look should provide orientation and quality standards to

increase the level of information a product delivers to potential consumers. The

accurate display of the product through a brand is crucial since the actual quality

should meet expectations of the product prior to consumption (Nasutta, Cordts,

2012).

2.8 Destinationimage

Thetermdestination imagecanbeconsideredas“thesumofbeliefs, impressions,

ideas and perceptions that people hold of objects, behaviours, and events.”

according to Crompton (1979, p.18). Such preconceptions of people towards a

destination can immensely shift after visiting and experiencing the area on-site.

Thus,tourismistheonlyindustrythatcanactuallyinfluenceacountry’simageand

perception.Despitehavingsuchapowerregardingadestination’simage,atourism

destinationhas tobe awareof its imagewith regard to competition amongother

destinations offering similar products. Due to rivalry and the importance of

projecting a positive image, a destination has to manage its image through

identification,trackingandmarketing.Assuchimagesdonotalwaysreflectreality,

theaccuracyofadestinationimageiscrucialandhasthepotentialtoattracttourists

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duetoasolidaswellaspositiveimage.Awrongrepresentationofadestinationcan

result in a decrease of tourists since the destination’s bad reputation does not

motivategueststocomevisitthearea(SchneiderandSönmez,1999).Despitethat,

theway tourists understand and see a destination becomes a strong indicator to

determine individualpatternsofadestinationthatcanbefocussedonwithregard

toacompetitiveadvantage(Dimanche,2002).

The highly competitive tourism markets worldwide and in particular among

Europeancitiesdemandadiversificationofdestinations tomaintainsuccess.Since

almost every city offers a significant amount of cultural attractions, a good or

sufficient housing sector and a perceived hospitality of citizens, uniqueness and

destination branding play a crucial part in the process of identifying a destination

image (Qu, Kim, Im; 2010). A certain trend can be observed particularly in city

centres,wherenewandmodernbuildingsreplace1970sor1980sarchitecture.Also,

international retail brands replaced traditional and local retail stores. As a result,

appearancesofcitycentresarenowveryidenticalamongcompetitors.Thisfurther

leads to less individuality on the market (Nasutta, Cordts, 2012). In contrast to

conventionaltangibleproducts,adestinationcanbeconsideredasanintangibleas

wellasatangibleproductwithmanycomponents.

Thus, destination branding serves as an important indicator for communicating a

destination’s differentiation and identification. A destination’s unique character

servesasacrucialbasisfortheseparationfromitscompetitors.Besidesidentifying

its character, the identification of target markets enables an evenmore accurate

branding strategy due to the possibility of directly addressing a target market’s

intereststhroughtheestablishedbrandingstrategy.Furthermore,theemphasison

the exclusive character of a destination apart from its restaurant scene andother

consistentelementsoveracompetitorandunderstandingitscompetitiveadvantage

buildsagreatasset.Duetovariouscomponentsofanimage,adestinationimageas

well consists of two different forms of images. Namely, organic images where a

touristdevelopsan imageasa resultofgainedexperiencesand reliabledata.And

induced images, which are identified through other information sources such as

advertisements. Generally, an image is solely created by cognitive approaches

(Rajesh,2013).

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There is a significant difference between the terms destination identity and

destination image based on distinctive perspectives. Since a sender establishes a

destination’s identity, a receiver recognises a destination’s image.Guests create a

certain image of a destination in their head influenced by the DMO’s projected

destination identity.After identifyingtheconsumer’sperceptionof thedestination

anevenmoreadequateandaccurate identity canbecreated (Qu,Kim, Im;2010).

Recentstudiesshowagreatconnectionbetweencognitiveandaffectiveapproaches

withregardtoadestination’sperceptionbyatourist.Whereascognitiveprocesses

determinean imagebygainedknowledgeof thedestination,affectiveapproaches

are characterised by emotions towards a destination (San Martin, Rodriguez del

Bosque, 2007). Both, destination identity as well as destination image are

consideredtobeanindispensablefactorincreatingbrandequity(Martineau,1958;

Keller, 1993; Plummer, 1984). Regarding the fact that every individual perceives a

destination differently, unique images and memories of places are developed in

consumer minds. However, additional factors influence the construction of a

destination image subsequently. There is a differentiation between supply and

demandfactors.Componentssuchaseducationofanindividualortheexposureto

various media channels are all considered to be supply factors of a destination

image.Furthermore,marketingactivitiesinthefieldoftourismarealsopartofit.In

contrast,personalmotivationsorperceptionscanbedescribedasdemandfactors.

Besides those two subjects, demand factors also comprise experiences and

psychological characteristics too (Jenkins, 1998). Since diverse circumstances have

an effect on destination image, various principles are established to explain the

formation of a destination image. There are two distinctive phases of defining a

destinationimage.Theprimaryimageiscreatedaftervisitingadestinationon-site,

which is influenced by previous experiences. However, the secondary image is

described as an established image of a destination prior the actual visit. Due to

different phases, two approaches to alter the image are developed. Gained

experiencesandknowledgecanbeusedtochangeperceptionsofadestinationon

the primary level. On the other side, providing information and data about a

destination can be useful to shape an image on the secondary level. Concerning

both, demographic patterns highly manipulate a destination image in all phases

(Lopes,2011).Generally,brandpatternslikeattributes,benefitsandattitudesshape

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consumer perception and consumer expectation of a brand. Consumers see their

personalvalueofpurchasingabrandthroughthoseaspects.Concerningdestination

image, tourists and suppliers become an integrated part of the definition process

throughtheiractiveparticipation.Theroleofsuppliersisdefinedbyeducatingwhat

andhow to support aswell aswhom to support theproduct. In contrast, tourists

needtobeinformedonhowtoconsumetheprovidedproduct(Qu,Kim,Im;2010).

A destination’s image is greatly influenced by its web presence and all available

information online that a tourist can retrieve before travelling to the destination.

Consequently, a strong emphasis is put on development and presentation of a

destination’s viral appearance. Providing accurate and sufficient information of a

destination leads to a better understanding of it and thus results in a destination

image improvement. Theprovisionof satisfactory information for potential guests

online is closely linked to the cognitive aspect of perceiving a destination, where

information is considered to be the main part. This information can then be

converted into knowledge about a destination. Destination Management

Organisations can use a destination’s website and its provided information to

influenceaformationofadestination’simageofpotentialvisitors.Furthermore,the

costofrunningawebsiteisrelativelylowcomparedtoothermarketingtoolsmaking

itamarketingchannelwithenormouspower(Jeong,Holland,Jun,Gibson,2010).

Adistinction is drawnbetweenword-of-mouth, expert information, variousmedia

andadvertisementas information typeswith regard to shapingdestination image.

Whereas expert information is available throughDMO’s or travel agencies,media

affects an image through news as well asmovies. However, information received

throughword-of-mouthandadvertisementisconsideredtobethemostinfluential

typeconcerningdestination image formation through information (Jeong,Holland,

Jun,Gibson,2010).Researchersfoundthatvarioustravelmagazines,printedaswell

as online, present a destination in severalways in their publications, respectively.

Usually, travel magazines emphasise on destination elements like recreation and

leisureorculture.Sincepopculturedepictsamajorpartintoday’ssocieties,therole

of it can greatly influence all kind of behaviours, beliefs and attitudes within a

society.Thus,theperceptionofadestinationisalsoexposedtomusic,moviesand

books under the term pop culture. However, it does not necessarily mean that

everything produced projects reality. Hence, it becomes even more important to

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understandandconsider influential factorssuchaspopculture inordertousethe

potential of altering destination image. In particular movies transmit a certain

meaning through languageandvisualpresentation (Kim,Richardson,2003).Facing

thisopportunity,DMOsusefilmsasamarketingchannelsincedirectorscanproduce

completelynewimagesofadestination(Hudson,BrentRichie,2006).

2.8.1 Megaeventsinacountryandthedestinationimage

Brand positioning can be better and more easily achieved through organising or

hostingbigevents.Thiscanbeguaranteedthroughvariouscomponentssuchasthe

selectionofeventsandtheincludedmediacoverage.

A country’s image can immenselybenefit from the concessionofbeinghostof an

internationalmegaeventliketheOlympicgamesorWorldCups.Thus,adestination

imagecanalterthroughvisitingthedestinationitself.Generally,touristbehaviouris

considered to be a procedure consisting of several levels. Actions like a decision

making process and gained on-site experiences are part of shaping tourist

behaviour. Additionally, the evaluationof a destination and future behaviourwith

regardtothevisiteddestinationarealsoaspectsoftouristbehaviour(Lee,Lee,Lee,

2005).Apartfromenhancingthedestinationimage,economicfactorsunderlinethe

importanceofmegaeventsinacity.Megaeventsserveasaperfectopportunityto

attract investors and other important partners to the destination. In the highly

competitiveenvironmentoftourism,similaritiesbetweencitiesduetoglobalisation

and economic factors reduce a city’s unique identity. Regarding this, hosting big

eventsenablesacitytobenotonlythehostbutalsotopromoteitselfasatourist

destination. Besides the event organisation, an increase of media attention

throughoutallplanningphasescanbedetermined(Richards,Wilson,2004).Another

significantaspectofhostingeventswithawide reach is thepossibility to improve

weak seasons.This isparticularly important fordestinationswith seasonality since

eventsduringlowseasoncanattractnewvisitorsandshapetheimagesustainably.

Furthermore, theperfectmatchbetweenahostdestinationandanevent through

coordinatingtargetgroupsiscrucial.Memoriesofeventsinparticularlocationscan

createadirectlinktothedestinationinaconsumermind.Matchingtargetgroupsof

destinations and events does not only provide a good opportunity for destination

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promotion but also increases consumer satisfaction due to choosing suitable

destinationsforevents.Duetothis,megaeventscanbecomepartofadestination

image.Awell-knownexampleisthecityofNewOrleans,whichiswidelyconsidered

tobetheJazzcapitalduetohostingbigJazzfestivals (Dimanche,2002).Generally,

eventswith regard todestination imageandtourismcomprise fourmajoraspects:

venue,eventinfrastructure,targetaudienceandmedia.Eventsareagreatplatform

to spread important messages concerning the destination or projecting a clear

imageofthedestination.Theeventvenueandeventinfrastructurearefeaturesofa

destination throughwhich an image can be easily promoted. Although the actual

event and the host destination are not an entity, when it comes to media both

becomea unity. In combinationwith an event, a destination receives hugemedia

coverage, which serves as a great marketing and advertisement opportunity. In

additiontothat,eventguestsneedtotraveltothehostdestination inordertobe

able toattend theevent.Regarding this,event tourismhasalsoagreat impacton

thelocaleconomysinceguestsspendmoneyatthedestination.However,beforea

city can be elected as the host of amega event, the city needs to outperform its

competitorsintheselectionprocesswithitsdestinationidentity(Jayswal,2008).

2.9 Massmediaeffects

The evaluation of a society’s dependency on media comprises a crucial part of

studying the effects caused by media on a society. A relationship between three

components;society,audienceandmediabuildstheframeworkofobservation.The

interdependency of these elements declares the likelihood ofmedia influencing a

societytochangeitsbeliefs,feelingsandbehaviours.Thehigherthedependencyof

mediais,ultimatelyleadstoahigherchanceofadaptionsaccordingtomedia.Sucha

dependency on media information can be produced through the will of

understanding the world and its surroundings. In addition to personal needs of

media,analteringsocietyanditsassociatedconflictsofchangecauseagreaterneed

ofmediainformationsincemediaprovidesuniqueandcentralisedinformation.Ina

societywithlessstructure,centralisedinformationisevenhigherdemanded.Thus,a

well-developedmediatechnologyinatimeofchangeandconflictinasocietyhasa

greatercapabilityofcausingcognitive,affectiveandbehaviouraleffects.

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2.9.1 Cognitiveeffects

The role ofmassmediawith regard to cognitive effects on society primarily deals

with ambiguity and its formation as well as finding a way for resolution. Being

confronted with a lack of information that impedes the decision between

correctness and defectiveness results in ambiguity. This circumstance can also be

causedthroughcontraryinformation.Unknowneventswithlittledetailsbroughtup

by media enhance the feeling of ambiguity. The consequent demand for more

informationtoresolvethedoubtperfectlydisplaystheimportanceofmediawhenit

comestotheresolutionofambiguity.However,sincemediahasthepowertodecide

uponwhatkindofinformationissharedandwhatdataisnotpublished,thestrong

influenceofmediaisapparent.Duetothisconstraintofinformationflow,thescope

ofinterpretationsconcerningambiguitycanbecontrolled.

2.9.2 Affectiveeffects

Thelanguagewithregardtotheuseofaffectivedescriptionstriggerscertainfeelings

and emotions in the society. In this case, people develop a specifically affective

attitudetowardsaparticulartopic.Affectiveeffectsoccurwithbothbehaviouraland

cognitive effects as well. Providing information with distinct illustrations of a

situationinanaffectivemannercandirectlycausetheabsorptionofthisprojected

image. When people experience a similar situation, they automatically establish

emotionsandattitudesasmentionedinthemedia.

2.9.3 Behaviouraleffects

Withregardtobehaviouraleffects, itneedstobedistinguishedbetweenactivation

and de-activation. A process where an individual tends to change its beliefs or

behaviour due to media can be classified as activation. In contrast, providing

informationofatopicofwhichthesocietyhasalreadyestablishedcertainattitudes

towards it can lead to a stop of action in the society (Ball-Rokeach and DeFleur,

1976).

2.10 Thetourismimagination

Thetourismimaginationapproachdealswiththeconnectionbetweentourismand

the influence of media on a tourism product. Different levels of creativity are

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involved in this particular process of creating an image of a tourist destination.

Withinthisprocess,severalfactorssuchastheperceptionoffreedominfluencethis

creative concept. However, some factors similar to a smell of a location and its

surroundingscanonlybeexperiencedthroughphysicaltourism,meaningthatthere

is a need to travel to thedesired location to feel thedestination in all aspects. In

contrast,atourismimaginationisaproductofacreativeprocessinvolvingmultiple

circumstancesof theeverydaythatdoesnotdemandthephysicalappearance ina

location(Crouch,JacksonandThompson,2005).

2.11 Tourismmarket

As in any other business context, the point where demand and supply meet is

defined as a market. Market stimulation can be guaranteed by a number of

stakeholdersplayingacriticalroleintermsoftheprovidedproduct.Withregardto

tourism, themain actors reach from the actual service provider, DMOs, retailers,

wholesalerstothefinalcustomer.Asignificantdifferencetootherindustries isthe

spatial distance between the prospective customer and the service provider.

Concerning this, retailers as travel agencies decrease the handicap of a great

distancebetweensupplyanddemand(Bieger,2008).

2.12 Definingaregionorcityasabrand

Incontrasttoconventionalconsumerproductsandservicesaregionorcitycannot

beeasilydefinedassuch.Therefore,aprocesswherebyaregion’sorcity’sterritory

isclearlydefinedisindispensableinordertoestablishabrandefficiently.

Within this process of setting the stage for a region or city to be physically

recognized the consumer’s perspective needs to be considered to ensure a

reasonableoutcome. Solely after adistinctive separationbetweena cityor region

and its surroundings the establishment of a brand can be successful (Nasutta,

Cordts,2012).

2.13 TheViennaTouristBoard

TheViennaTouristBoard(VTB)istheofficialDestinationManagementOrganisation

(DMO) for Austria’s capital city, Vienna. The DMO provides additional destination

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marketingservicestotheViennesetourismindustryandwasfoundedin1955.The

representationofthedestinationViennaanditstouristicinterestsoutsidethecity’s

borders comprise the main activities of the Vienna Tourist Board as the official

DestinationManagementOrganisation.

These include issues related to enhancing the overall tourism performance of the

city, increasingguestarrivals,providingan innovative tourism landscapeaswellas

advertising aspects. With regard to the VTB’s activities, all offered services and

carriedoutprojectsaremainlyfinancedthroughthecity’staxpayersaswellasthe

hotel trade. Almost three quarters of the total budget are generated through the

localaccommodationtaxthatcomprises3.2%ofnetroomrates.ThecityofVienna

contributes to the VTB budgetwith an additional payment amounting 10%of the

totalbudget.Theremainingbudgetisgeneratedthroughrevenuesofthecompany

itself. The DMO employees 118 people overall with almost having 80% women

workingfortheViennaTouristBoard.

TheViennaTouristBoardoperatesasanon-profitorganisationthatemphasisesona

good cooperation with its tourism partners in the city to ensure a high quality

outcome.Inadditiontoitsregularactivitiesasasubsidiarymarketingagencyforthe

Viennese tourism industry, the VTB also maintains an information and hotel

reservationserviceforprospectivetouriststhroughtelephoneandemail.However,

there is alsoa tourist informationoffice in theheartof the city that is runby the

Vienna Tourist Board to provide tourists already visiting Vienna with useful

information.Also,thereisanadditionaltouristinformationofficelocateddirectlyat

theHauptbahnhofWien.

2.13.1 StrategicDestinationDevelopment

AllprocessesconcerningthedevelopmentofthetourismdestinationViennaandthe

relatedactivitiesinthefieldsofmarketandtrendresearchareaccuratelycompleted

by the department of Strategic Destination Development. Furthermore, the

compliment of statistics and other relevant research data including surveys and

benchmarkingprojectsarealsocarriedoutinthisdepartmentoftheViennaTourist

Board.ThereisanannualeventfortheViennesetourismindustry,whereallfigures

anddataconcerningthetourismindustryarepresented,organisedbytheStrategic

20

DestinationDevelopmentoffice.Anemphasisisputontherelevanceofpartnerships

waybeyondthetourismindustryinViennabenefittingtheViennaTouristBoardand

thus thewhole tourism industry in the city simultaneously. Destination strategies

andplansbelongtotheportfolioofthisparticularVTBoffice.

2.13.2 BrandManagementandAdvertisement

Allvisualdisplaysof thebrandViennaestablishedbytheViennaTouristBoardare

createdanddiscussedintheBrandManagementandAdvertisingdepartmentofthe

VTB.ThewholeCorporate Identityof the companyand thebrandhas itsorigin in

thisoffice,whichcloselyworkswiththewell-knownAustrianmarketingagencyJung

vonMatt/Donau.Notonlythevisualrepresentationofthebrand isof importance,

even thedevelopmentofanoptical formof thebrand is considered.The Imperial

Heritage,theMusicandCultureofVienna,thespecialwayof livingcalled“Wiener

Gemütlichkeit” and the city’s great infrastructure serve as a foundation for the

tourism brand establishment of the Vienna Tourist Board. Apart from producing

worldwide marketing campaigns for various tourism markets, the Brand

Managementdepartmentalsooperatesanextensiveonlinephotodatabase for its

clients.ItcanbeeasilyaccessedthroughtheInternetandportraysthecityofVienna

indifferentangles.

2.13.3 CorporatePublicRelations

Within the department of Corporate Public Relations the public representation of

the company is considered to be themain task. Statistical information and other

issuesregardingtheViennesetourismindustryareofficiallypresented.

2.13.4 ContentManagementandProduction

All information relevant for theDMO isgathered in theContentManagementand

Productiondepartment.Due to the constantly altering tourism industry in general

and inparticular inVienna,theaccuracyofdata isofhighrelevancetotheVienna

Tourist Board and serves not only the tourist board internally but also the B2C

service of the DMO is included on its website. Furthermore, all online marketing

activitiesaswellasSocialMediapublicationsareorganisedwithinthisdepartment.

21

Inadditiontoresearch,thedepartmentoftheContentManagementandProduction

also creates the annually published magazine Vienna Journal. Besides activities

referredtojournalismwork,thedepartmentisalsoinchargeoftheorganisationof

theViennacard,whichoffersdiscounts incultural institutionsaround thecityand

freepublictransportwithinthecitylimitsofVienna.SincetheViennaTouristBoard

produces great amounts of printed information material, the department is

accountableforallprocessesconcerningtheproductionofthematerial.

2.13.5 MediaandMarketManagement

Within this department of the Vienna Tourist Board most of the visible work is

plannedandorganized.Theclusteringaccordingtosamepatternsofthe20tourism

marketsworldwidewheretheViennaTouristBoardactivelyoperatesresultsinfour

distinctive so-called “country cluster”. A Market Manager as well as a Media

Manager administers each cluster consisting of at least four countries. TheMedia

Management is in charge ofwelcoming journalists and stakeholders of themedia

industrytoViennaandofferingthemanexclusivestayinthecity.Besidestheirwork

in Vienna, Media Managers travel the world to host press conferences in their

respective country to selectedmedia representatives. Furthermore, press trips for

journalistscomingtoViennaarealsocoordinatedthroughMediaManagers.These

trips enable journalists to experience the city in the best possible way, which

influences their later published work in various media channels positively. In

contrast to the work of the Media Management Department, Market Managers

operate in direct contact with the travel industry and present Vienna through

presentations and the attendance at trade fairs. Airline Marketing intends to

increase thenumberofdirect flights toViennaand ispartof aMarketManager’s

work.Inadditiontothat,theViennaExpertClubisalsocreatedandorganizedbythe

MarketManagementdepartmentservingasaplatformforexpertsoftheindustryto

exchange.

2.13.6 ConventionBureau

Founded in 1969 by the Vienna Chamber of Commerce and the Municipality of

ViennathisdepartmentspecializesintheacquisitionofcongressestoVienna.Dueto

the mostly large number of congress participants, overnight stays related to

22

congressescomprise11%ofthetotalnumberinyear2014.Theworkandexpertise

of the Vienna Convention Bureau was awarded by two leading congress

organisations ranking Vienna among the top destinations (Vienna Tourist Board,

2015).

2.14 EurovisionSongContest

2.14.1 Thebeginning

In1950anumberofEuropeancountriesinitiatedtheEuropeanBroadcastingUnion

(EBU) at a conference in Devon, United Kingdom. The exact number of countries

participatingintheunionwas23.Aroundfouryearslaterafterthefoundationofthe

EBU theNarcissus Festivalwas held inMontreux. The broadcast of this particular

festivalisconsideredtobeamilestoneinthehistoryoftheEurovisionSongContest

since the European Broadcasting Union decided to launch an international song

contest in 1954. The Italian Festival di Sanremo influenced the newly established

contest.Thebig ideabehindtheEurovisionSongContestwastocreateacommon

spiritamongEuropeancountriesofwhichonerepresentativesingerwassenttothe

contest, respectively.However, theprojectof an international liveevent including

multiple countries posed a huge problem concerning the availability of technical

equipmentandtechniquesinthe1950s.ThesuccessoftheTVformatisstilllasting

and is broadcasted consecutively since 1954. By 2008, the total number of

contestants rose to 43 competing countries from Europe and neighbour countries

(Eurovision.tv,2016).

2.14.2 Therules

The European Broadcasting Union annually establishes a new handbook of rules,

whichappliestotheupcomingSongContest.Besideslimitingthemaximumamount

ofactivecontestantsto46EBUmembers,thehostcountryaswellasthefivemain

EBUcountries includingFrance,Germany, Italy,Spainand theUnitedKingdomare

automatically qualified for the finale without taking part in the semi-finals. The

wholeEurovisionSongContestcomprisesthree liveshows,namelytwosemi-finals

and the grand finale. Apart from a voted representative singer of each country, a

national juryalsoneedstobechosenvoting inall threeshows.Withregardtothe

musicperformancesonstage,theEBUonlyallowsamaximumofsixpeopleonstage

23

whilesingingasongliveandforthreeminutesonly.However,thelanguageorstyle

of the song is totally up to the artist but shall not feature any swear words or

politicalmessages(Eurovision.tv,2016).

2.14.3 EurovisionSongContestVienna2015

In 2014, the Eurovision Song Contest took place in Copenhagen, Denmark. The

AustrianBroadcastingCompany,whichisresponsibleforsendingonecontestantto

theESC,sentacontroversialdragqueennamedConchitaWursttoparticipateinthe

competition.Her liveperformanceofher song“Rise likeaPhoenix”aswellasher

messageoftoleranceandlovetoEuropemadeherafavouritetowintheESC2014.

InthefinaleinCopenhagen,ConchitaWurstwontheEurovisionSongContest2014

withatotalof290points,making itthefourthhighestresult inthehistoryofESC.

Due to theESC rulesofprocedure, thevictory’shomeland is considered tobe the

nextyear’svenuefortheannuallyevent.Therefore,Viennawasnamedthehostcity

oftheEurovisionSongContestin2015afterConchita’svictoryinCopenhagenayear

before (Hadler, 2014). The Wiener Stadthalle was the main venue of the ESC in

Vienna2015(derStandard.at,2014).

2.15 Viennaasabrand

Sincetheglobaltourismmarketbecameahighlycompetitivemarketsegmentover

the last couple of years, a creation and implementation of a destination brand is

indispensabletoensurerecognitioninthefieldandtouristarrivals.Duetothegood

connectivitybetweenEuropeandinparticularitscapitalcities,adiversificationofa

city benefits the overall tourism industry in the country immensely. The Vienna

Tourist Board as the DestinationManagement Organisation is responsible for the

city’s brand management. The provision of accurate data and information of the

destinationpriortothecreationprocessofadestinationbrandiscrucial.Thus,the

VTBconductedasurveyin2009wherethemostpopularvaluesofthecityperceived

bytouristweredetermined.Duringthisbranddevelopmentprocessaround11.000

people participated in themarket analysis reaching from tourists from themajor

marketstotravelexperts inVienna.Theevaluationofthegathereddatacollection

broughtfivemaincomponentsofVienna,whichtheViennaTouristBoardbuildsits

brandingandmarketingon:

24

• ImperialHeritage

• ProfusionofMusicandCulture

• Savoir-vivre

• FunctionalEfficiency

• BalanceofUrbanandGreenAreas

These five associations provide the basis for Vienna’s brand development. The

uniquehistoryoftheAustriancapitalisreflectedinthegreatarchitectureinVienna.

ThemostprominentbuildingsareconsideredtobeSchönbrunnPalace,theImperial

PalaceandtheRingstrasse. Inadditiontothat,eachbrandcomponenthas itsown

patterns. ImperialHeritagecanbeassociatedwithtermssuchaselegant, luxurious

and timeless. Since architecture in general plays a major role for tourists when

choosingadestination,theemphasisisondiversificationofothercitiesastheyalso

offer great architecture.Apart from its great architecture,Vienna alsohas a great

offerofmusicandculture.Wordssuchassensuous,thrillingandravishingarelinked

to this brand component. The third defined brand component “Savoir-vivre” is a

typical association with the city and its great coffeehouse culture as well as the

“Heuriger”traditionthatcanbedescribedasawinetavern.Theuniquenessofthis

pattern in combination with Vienna provides a great potential to the brand

development process and the diversification with characteristics as tasteful,

irresistible and genuine. Functional efficiency is linked to the fantastic public

transportinViennaandisextremelyappreciatedbyincomingguests.Furthermore,

thefactthatViennaisconsideredtobeoneofthesafestcitiesonearthstrengthens

thisbrandcomponentbyattributeslikepremiumquality,safeanddependable.The

Danube IslandandthePraterare featured inthebrandmodule“BalanceofUrban

andGreenAreas”sincetheycontributetoVienna’sperceptionofbeingactive,green

andclosetonature.

The brand Vienna resulted from a combination of the five brand components

previously established. The Vienna Tourist Board markets the destination as

“sensuous”, “timeless”, “cultivated” and “premiumquality”. Those brandmodules

are present in all marketing channels of the VTB including advertising, visual

presencesandwording.

25

2.15.1 Vienna–nowornever

ThedestinationbrandofthecityViennahasitsownslogansaying“nowornever”,

which is based on the fact that people consider Vienna as a timeless tourist

destinationtovisit,however,donotplantoViennainthenearfuture.Theincredibly

high return visit rate of tourists, namely around 60%, perfectly displays the great

potentialthatViennahaswithregardtoreturningguests.Regardingbothfacts,the

VTB uses the slogan to attract first-time visitors with the aim of making them a

returning tourist. The lettering of Vienna in combinationwith the “nowor never”

slogancreatesaverysimpleandvisuallyappealinglogousingredandwhiteasthe

maincolours. Inaddition to that,everything isput intoa redsquare thatmakes it

contemporary.Thelogoalsoincludesthewebsite’slink.

2.15.2 Photos

Another important aspect of the destination branding comprises the imagery of a

city. The Vienna Tourist Board emphasises on the attributes “sensuous”,

“cultivated”,“timeless”and“premiumquality”whenrepresentingthecitythrough

photos.TheVTBaimstoportraythecityasaverymulticultural,modernaswellas

elegantdestination.Highquality, authenticity andbeingeditorial demonstrate the

mainrequirementsforthephotos.Besidesthat,the imperialcolourgold isusedin

allphotosdisplayingtheculturalheritageofthecity.Thegoldenyellowdominates

allpictureseithernaturallyorlateredited.Besidestheimperiallinktousedcolour,it

alsostandsforatimeless,moderncolour(ViennaTouristBoard,2016).

2.16 SideEventsSongContestVienna2015

Thesupplyofapositivedestinationimageisessentialforasuccessfultourismsector

ofacountry.Furthermore, sincemegaeventsdopromoteadistinctive imageofa

destination and in particular reporting media from such events can be seen as a

sourceofhighpotentialtoenhancinganimage.DuetothevictoryofConchitaWurst

in the singing competition in Copenhagen 2014, Vienna was the host city of the

Eurovision Song Contest 2015. This event in particular has a very wide media

coverageduetoworldwidebroadcastingandinterestinsingingcompetitions.Facing

26

allthis,sideeventsoftheactualeventwereorganisedinordertotakeadvantageof

the greatmedia coverage and thus improve the overall image of Vienna. A close

cooperationbetweentheAustrianNationalBroadcastingCompanyandtheVienna

TouristBoardensuredprofessionalsideeventspriortothemainevent.Anumberof

publiceventswereorganisedwithhighmediacoverage:

• EurovisionVillageatRathausplatz

• EurovisionNights

• Euroclub

• PopmeetsOpera

• EuroartintheMQ

• TheNul-Pointers

• Tripsforfree

• EurovisionYouthContest

• Eurovisionair

2.16.1 EurovisionVillageatRathausplatz

The idea behind organising a Eurovision Village at Rathausplatz was to bring the

spirit of the ESC into the city. During the week of the Song Contest, live-

performances and for example a fashion showwere part of the offered program

there.DuetotheLifeBall,whichtookplaceonlyacoupleofdaysbeforetothestart

oftheEurovisionVillage,theoriginalLifeBallstagewasalsousedfortheEurovision

Village program. The Eurovision Village was solely organised by the ORF and

attractedaround117.000fansduringtheweek.Additionally,EurovisionNightswere

setupintendifferentlocationsaroundthecityandonlyfortheweekduringtheESC

event. In the past, Eurovision Nights were organised for two weeks and in one

locationonly.Duetoexperiences from lastESCsideevents, theorganisationteam

decidedtoemphasiseononeweekwithgreatcontrastofthechoseneventvenues.

Thisactenabledvisitorsaswellasmediarepresentativestodiscovermultipleevent

locations and clubs in Vienna. During those nights, even a number of the actual

contestantsperformedliveinfrontoffansandjournalistsattheclubvenue.

27

2.16.2 EUROCLUB

BesidestheEurovisionNights,thefamousEUROCLUBtookplaceattheOttakringer

Brauerei, a well-known event venue in Vienna. Due to the 60th birthday of the

EurovisionSongContest,theEUROCLUBfeaturedall60winnersongsfromprevious

ESCs. The Ottakringer Brauerei as the EUROCLUB served as a great venue for all

delegationstoorganiseaprivatedinnerorotherevents.

2.16.3 POPmeetsOPERA

AfulminantstartoftheweekoftheEurovisionSongContest2015inViennawasthe

POPmeetsOPERAeventattheViennaStateOpera.Sincethethemeofthe60.Song

Contest was “Buidling Bridges”, the Austrian National Broadcasting Company in

cooperation with the Vienna State Opera organised a high-class Matinée at the

historic State Opera. A number of well-known artists from around the world

attended the concert including the ESCwinner of 2014, ConchitaWurst. TheORF

welcomed around 400 international journalists reporting from the ESC in Vienna.

Besides that, another 400 guests were delegation members. Not only media

representatives were at the event, but also a live stream on various channels

enabledgreatmediacoverageofthemusicevent.

2.16.4 EuroartintheMQ–TheESCMQFURNITURE

The Viennese institution MQ (Museumsquarter) acclaimed international success

through its unique mix of offering exceptional culture hot spots and public

recreationareasinthemiddleofthecity.Theareaischaracterisedbyitsindividual

and uniquely shaped furniture. Collaboration between the MQ and the Austrian

National Broadcasting Company was established with the idea of creating 40

differentdesignsoftheoutdoorfurnitureillustratingthe40competingcountriesin

theESC2015. Sincewell-established culture institutionsof theMQparticipated in

the process, 40Austrian artistswere invited by them to design theMQ furniture,

whichwaslaterauctionedforcharity.

28

2.16.5 TheNul-pointers

Another side eventwas organised at the LeopoldMuseum, namely, an exhibition

onlyaboutpreviouscontestantsreceivingnopointsintheEurovisionSongContest.

2.16.6 Tripsforfree

TheViennaTouristBoardestablishedwiththehelpofORFanextensivetwoweeks

programforaccreditedjournalistsandmediarepresentativesreportingfromVienna

aswell asdelegatesbefore themaineventof theESC2015.Withoverahundred

organisedtripsaroundthecityofVienna,theDMOcreatedthelargestsideprogram

in the history of the ESC for media. Apart from main tourist attractions as the

Schönbrunn Palace and the Spanish Riding School, different and new angles of

Vienna were promoted in order to enhance the perception of Vienna as a top

tourism destination. Additionally, accredited participants of the Trips for Free

programhadtheopportunitytogoseemusicalsandplaysatfamoustheatres.The

Vienna Tourist Board launched a website only for this program to provide

information to journalistsandalso touse itasaplatformto register foreach trip.

Furthermore,thewebsitealsofeaturedanoverviewoftheweekforeachparticipant

in order to manage his or her time in Vienna efficiently. The newsletter of the

AustrianNationalBroadcastingCompanyaswelltheEBU’sofficialwebsitefeatured

the linktotheTripforFreewebsite.Duetohighdemandofphotos inareporton

Vienna,theViennaFilmCommissionorganisedphotopermitsofalllocationspriorto

thetriptoensurethebestexperienceforallparticipants.Atotalof2,847spotswere

offeredduringthetwoweekswherethisprogramtookplace.Withatotalcapacity

of 70%, namely around 2,000 booked spots; this side event program was very

successful and highly appreciated. Mister Tom Glanzmann, a Swiss blogger who

participatedintheTripsforFree,reportedthatthisextensiveprogramshowedhim

acompletelynewanddifferentsideofVienna.TheSwissperceivedAustria’scapital

as very new and modern, although it is not what he first thought. A Spanish

journalist reporting for iberovision.org stated that he really enjoyed the guided

architecturetourthroughthecity.Thistourexceededhisexpectationspriortothe

event.SincetheTripsforFreealsogavetheopportunitytodobungeejumpingfrom

29

theDanubeTower, IsraeliZoharRashit,editor inchiefof themediumZmanHaifa,

calleditaonceinlifetimeexperience(SideEventsReport,2015).

3 Methodology

TheimpactofmediareleasesduringtheEurovisionSongContest2015ontheimage

of Vienna implicates that a collection of articles is necessary to carry out the

secondary research. The preferred languages of media releases are German and

English. A collection of newspaper articles as well as online publications by

magazines was guaranteed prior to the actual analysis. After completion of the

collectionofrelevantarticlespublishedduringtheSongContestandgeneralmedia

coverageonViennainlate2014and2015,acontentanalysisofthegatheredarticles

isconducted.Withacontentanalysisofthegivenarticles,theimageofViennawas

criticallyassessedthroughsearchingforwordsorspecialdescriptionsthatdescribe

thetourismdestinationVienna.Apartfromtheanalysis,thefivemainattributesof

the Vienna Tourist Board established for the brand Vienna were compared and

matchedtothewordsanddescriptionsused inthearticles.Asaconsequence,the

outcome displays how journalists in contrast to the marketing strategy’s

characteristics of the Vienna Tourist Board perceive the image of Vienna. The

implication and efficiency of themediamanagement department at the VTB was

critically analysed with regard to the findings of the analysis. General media

coverageonViennaandspecificarticlesabout theEurovisionSongContestand its

host city 2015 Vienna were further evaluated on the featured photos in the

publication. There was a distinction between photos portraying a young facet of

Viennaandpicturesfeaturinghistoricattractionsofthecity.

30

4 Analysis

4.1 AnalysisofmediareleasesrelatedtotheEurovisionSong

Contest2015

Due to great potential of high-class media coverage during the mega event

Eurovision Song Contest 2015, the official DestinationManagement Organisation,

the Vienna Tourist Board, ensured through a close cooperationwith international

media partners exceptional articles covering Vienna as a tourism destination.

Articles were published online as well as through print media with different

circulation or web visitors. The Vienna Tourist Board publishes an annual book

where last year’s best media articles are presented. Since the Eurovision Song

ContestcomprisedamainpartofVTB’spressrelatedwork,articlesfeaturingtheESC

are featured aswell. Austria’s 2014 victory of the competition, ConchitaWurst, is

promotedinalotofarticlesduetoheruniqueappearancebutalsoduetoherhigh

profile.

31

(1)MitConchitaWurstdurchWien,Bild

(2)WienbeeindrucktmitTop-WeinundSong-Contest,RheinischePost

(3)TypischeWienertrifftmaninderStraßenbahn,DieWelt

(4)ConchitaWrustonVienna,TheGuardian

(5)AchangeoftuneinVienna,TheGuardian

(6)ConchitaWurst’sguidetoVienna,Jetaway

(7)Butler,BohnenundBoutiquen,Sonntagszeitung

(8)DiscoverVienna:ViennaSpherekicksoffinBarcelona,ESCToday

(9)DiscoverVienna:Morethan80freetripsforaccreditedpersons,ESCToday

(10)DiscoverVienna:Consumingwithaconscience,ESCToday

(11)DiscoverVienna:Thetransportinthehostcity,ESCToday

(12)DiscoverVienna:TheSpanishridingschool,ESCToday

(13)OhVienna:observationsfromthe60thEurovisionSongContest,FinancialTimes

(14)Wien:8Punkte,DieZeitOnline

(15)TheAustriancapitalwillhosttheEurovisionSongContestthisyear…herearesix

thingsyoumustdoinViennaoncetheshowisover,DailyMail

(16)Vienna:Europe’sfavouritegaycityevenbeforeConchitaWurst’sEurovision

win,Traveller

(17)Oh,Vienna!,Woman’sDayMagazine

(18)TheVoiceofVienna,ScandinavianTraveller

Media coverage during the Eurovision Song Contest 2015 or articles prior to the

eventinViennaarecharacterisedbyequallypublishingphotosofhistoricViennese

attractions as well as photos of urban and young Vienna. Nine out of eighteen

articles contain a photo of Vienna where modern architecture or contemporary

facetsofthecityareshown.Picturesoftheinteriorofwell-designedrestaurantsare

commonlyuseddisplayingafreshsideofAustria’scapital.Also,photosshowingthe

skylineofViennacreateamodernimpressionofVienna.PhotosofhistoricViennese

attractions mainly comprise Vienna’s old city and in particular St. Stephan’s

cathedral. Five out of nine publications solely use photos of urban and young

Viennaandcompletelyresignpicturesofcommonlyknownhistoricattractions.The

same finding applies to articles only featuring photos of historic Viennese

attractions,namelyfiveoutofnineexamples.Consequently,fourarticlesrelatedto

the Eurovision Song Contest 2015 contain both photos of historic Viennese

32

attractionsaswellasphotosofurbanandyoungVienna.Atotaloffourarticlesdo

not include photos of either pattern. Additionally, six out of 18 articles provide a

photoofAustrianartistConchitaWurst.Threeofthesixarticlesalsoincludephotos

ofnewandoldViennamakingitanarticlewithawidearrayofcoveredtopics.

Concerning topics in most articles, Vienna’s great imperial heritage is primarily

mentionedfollowedbyitsprofusionofmusicandculture.TheViennesesavoir-vivre

comesthird.Vienna’sotherbrandcomponents,functionalefficiencyandbalanceof

urban and green areas, are barely considered in the coverage of Vienna as a

destination linked to theEurovision SongContest 2015.Due toRingstrasse’s 150th

birthday in 2015, authors often referred to it and therefore explained its history

shortly in the publications. Coffeehouse culture serves as the main topic in the

categoryofprofusionofmusicandculture.Viennesecoffeehousesareconsideredas

very traditional and a typical Viennese institution to visit. Functional efficiency in

Viennawas only oncementioned in the article “DiscoverVienna: The transport in

the host city” published on ESC today, which informed ESC guests of the public

transportinVienna.

33

4.2 Analysisofgeneralmediacoverage2014/2015

34

(1)3DImagesofViennatobeprojectedontoSydneyOperaHousefortourism

boost,DailyTelegraph

(2)SydneySymphonyOrcherstraperformanceprojectedontoOperaHousein

Viennasalute,SydneyMorningHerald

(3)Vienna,Australia:Polaroidphotowalkingtour,TheSun-HeraldTraveller

(4)TheRingstrassecycle,TheSydneyMorningHeraldSaturday

(5)WalkinginCircles,InternationalTraveller

(6)GiveMumaRing,CEOLifestyle

(7)EslebederBoulevard!,DieZeit

(8)DieschwarzeStadt,SZMagazin

(9)ZimmermitWeitblick,SüddeutscheZeitung

(10)EinRing,siezubeeindrucken,AugsburgerAllgemeine

(11)AllesdrehtsichumdenRing,GatetoTravel

(12)WoPalästeSpalierstehen,FränkischerTag

(13)EinWochenendeinWien,Roadbike

(14)Vienna:theculturalcapitalcomesofage,TheTelegraph

(15)Fabulousgoesto…Vienna,FabulousMagazine

(16)AweekendawayinVienna,LondonEveningStandard

(17)ThebigweekendVienna,SundayTimes

(18)Waltztoanewbeat,Ultratravel

(19)LordsoftheRing,EasyjetTraveller

(20)PostcardfromVienna,FinancialTimes

(21)ShakeRattle&Roll,CondéNastTraveller

(22)48hoursinVienna,TheIndependent

(23)MoreandmoreIndiansnowheadtoVienna

(24)ViennacallingIndians:TopreasonstovisittheAustriancapital

(25)Boulevardofbeautifuldreams,MidDay

(26)RingaRingaRoad,OutlookTraveller

(27)AspinaroundVienna,RoyalWings

(28)Veryslowfood:Viennesesnailfarmwelcomesvisitors,TorontoSun/Calgary

Sun/OttawaSun

(29)QuietlyqueeringVienna,DailyXtra

(30)FindingGemütlichkeitinVienna,MercedesBenzMagazine

35

(31)EineZeit-ReisedurchWien,KronenZeitungBunt

(32)PrachtstrassederWiener,MobilWien

(33)DerschönsteBoulevardderWelt,Skylines

(34)ViennaCalling,Reiseakutell

(35)InsideVienna,Gourmetreise

(36)DuStadtmeinerTräume,BlickamAbend

(37)WiesollenwirinZukunftzusammenleben?,Sonntagszeitung

(38)AmHofundunterHipsters,SIGrün

(39)Weltverbesserung,NZZ

(40)ViennaisoneofthemostcivilizedcitiesinEurope,HuffingtonPost

(41)Dessertstorm:HowtosinkyourteethinAustria’sbestcakes,CNN.com

(42)Vienna’sRingstrasse:Lordoftheringroadscelebrates150years,CNN.com

(43)Vienna:Kartnerstrasse,GrabenandKohlmarkt,NewYorkTimes

(44)36hours:Vienna,NewYorkTimes

(45)GayTravel:HowtoSpendaRelaxingWeekendinVienna,Towleroad

(46)Vienna’smoment,AFAR

(47)VienneseWaltz,BergdorfGoodman

(48)DivineVienna,CurveMagazine

In contrast to media coverage related to the ESC 2015, there is a significant

differenceinpublicationsofphotosshowinghistoricalattractionsandurbanplaces

ofAustria’s capital.However, of all articles containing photos of urban and young

Vienna nearly a third solely features them and does not include historical ones.

Although Vienna’s imperial heritage is discussed in some articles, the authors

nevertheless selected contemporary photos of Vienna. All other articles showing

contemporary pictures of the city also include photos of historic Viennese

attractions. General media coverage featuring solely traditional photo material

comprises even more than half of the publications with such photo examples,

namelynineteen.Asaresult,fifteenoutof48analysedarticlescontainbothphotos

of young and urban Vienna as well as photos of historic Viennese attractions.

Furthermore, there is a total a number of six articles not including photos with

patternsof either oldor newVienna.As a conclusion,most articles feature solely

photosofhistoricVienneseattractions,followedbypublicationswithbothtypesof

photos. One sixth of all analysed articles contain only pictures ofmodern Vienna.

36

Unsurprisingly,photosofAustriandragqueenConchitaWurstarenotincludedinall

48analysedarticles.With regard to theestablishedbrandvaluesasadestination,

imperial heritage is also the primary topic for generalmedia coverage on Vienna.

Again, this can be considered as a result of the 150th birthday of the Ringstrasse,

Vienna’s historical boulevard around its city centre. Furthermore, in particular

publications from the USA cover traditional topics as imperial heritage and

preferablydiscussVienna’srichheritage.Notonly its imperialheritage,butalsoits

savoir-vivreaswellascoffeehouseculturecanbeconsideredasa favourabletopic

forUSreaders.Incontrast,articlespublishedinUKnewspapersormagazinesbarely

mentionVienna’s imperial history andpurely reportonVienna’snewandmodern

facet.Consequently,profusionofmusicandculturecomescloselyaftertheimperial

heritageasatopic.Additionally,Vienna’ssavoir-vivreisrelativelyoftendiscussedin

articles. Vienna’s coffeehouse culture is a leading topic for this section. Again,

functional efficiency in Vienna is barely covered. However, the fifth brand

component, balance of urban and green areas, plays a more important role in

particular due tomentioning the significant amount of wine yardswithin the city

limits. Since journalistspreferuniqueandcurious topics, the factofVienna’swine

productionwithinitscitylimitsisoftendiscussed.

37

4.3 Photodescription

4.3.1 PhotosofurbanandyoungVienna

Thecoloursofthephotoimmediatelygivethereadertheimpressionofsomething

contemporaryandmoderndueto isbrightandneontone. Inadditiontothat, the

Donaukanal with its arty wall paintings and graffiti can be seen on this particular

photo. Furthermore, the Badeschiff with its outdoor pool boat directly on the

Donaukanal creates a contemporary image of Vienna. In the background of the

photo,thefancybuildingofrestaurantMottoamFlusscanbenoticed.Overall,the

coloursandshownbuildingsportrayamodernfacetofAustria’scapital,Vienna.

©Photographerunknown1,Publication:Gourmetreise

38

Also,thecolourfulcourtyardfurnitureatMuseumsQuartierWienembracesmodern

aspectsof thecity.Although there isanhistoricbuilding in thebackof thephoto,

youngpeopleandthedesignfurnituresuggestanurbansideofVienna.

©Photographerunknown2,Publication:Ultratravel

39

There is a preference of including new gastronomy concepts in articles featuring

contemporaryVienna.Thus,alotof interiorshotsofwell-designedrestaurantscan

befoundinthosepublications.Here,aphotooftherestaurantON-market located

onNaschmarktcommunicatesanurbanimageofVienna.

©Photographerunknown3,Publication:ScandinavianTraveller

40

4.3.2 PhotosofhistoricVienneseattractions

Theuseofyellowandgoldcolourtonesimmediatelytriggersthefeelingofroyalty

andimperialheritage.Theimpressivebuildingonthephoto,theImperialPalace,

perfectlyillustratesanexampleofVienna’simperialheritageandthusaphotoof

historicVienneseattractions.

©Photographerunknown4,Publication:Woman’sDayMagazine

41

An interior shot of the Belvedere Palace in Vienna rich in ceiling décor and

impressivewindowsalsoportraysanhistoricfacetofVienna.Theimperialheritage

seeninthisphotomakesitanexampleforthecategory“PhotosofhistoricViennese

attractions”.

©Photographerunknown5,Publication:AFAR

42

Atraditionalhorsedrawncarriagecanbeseeninthefrontofthephoto.TheVienna

State Opera blazed in daylight in the background makes it a photo of historic

Vienneseattractions.

©Photographerunknown6,Publication:Skyline

43

5 Conclusion

Due to high competition in the tourism sector between destinations, distinction

becomescrucialinordertoachieveanexcellentperformancewithregardtotourism

inadestination.Inparticularcitiesareconfrontedwithcompetitorsofferingsimilar

or even identical products or services. Concerning this, the establishment of a

destination brand can be considered as an essential move with regard to

differentiation. Thus, the Vienna Tourist Board created five brand modules for

Vienna.Modulesas imperialheritage,profusionofmusicandculture, savoir-vivre,

functionalefficiencyandbalancebetweenurbanandgreenareasserveasthebrand

foundation. The DMO builds on these values in all marketing activities. Due to

extremelyhighcostsofmarketingactivities,lesscostlycommunicationchannelsare

vitalfortheDMOinordertoreachpotentialtouristseffectively.Mediaisconsidered

as a fundamental medium for the tourist board to promote Vienna as a tourism

destination due to the influential power of mass media. Crompton (1979, p.18)

described a destination image as “the sum of beliefs, impressions, ideas and

perceptions that people hold of objects, behaviours, and events.” in his work.

Regardingthis,DestinationManagementOrganisationsneedtofacetheopportunity

in media to provide information to readers that influence the formation of a

destinationimageinapositivemanner.AsaresultofAustriandragqueenConchita

Wurst’svictoryattheEurovisionSongContest2014inCopenhagen,Viennawasthe

host cityof themusicevent in2015.TheViennaTouristBoardclosely cooperated

withmedia representatives prior to the event in order to guarantee international

media coverage about Vienna in combination with the Eurovision Song Contest

2015.Theanalysisofmediareleasesenabledadeeper insight intowhattopicsare

covered in a publication featuring the Eurovision Song Contest. The careful

evaluationof eacharticle’s content and its covered topicsbrought an overviewof

howmediaintroducesadestinationimage.Apowerfulselectionofphotosformedia

coverage can immensely support a destination image, however, if the shown

picturesdonotconformtodestinationbrand’selements,itcanalsoharmbranding

implications. Publications covering Vienna as a destination to visit showed a

difference of photos published in articles related to the ESC 2015 and general

publications in 2014/2015. Results indicate that particularly during the Eurovision

SongContest2015,halfofthepublishedarticlescontainphotosofurbanandyoung

44

Vienna.Generalmediacoveragein2014/2015,however,especiallycontainsphotos

of historic buildings. Another significant finding is although nearly every article

features Vienna’s imperial past, some publications solely feature photos of young

andurbanVienna.Withregardtothe fivebrandvalues, imperialheritage isby far

themostmentionedbrandelementofVienna.Since it isconsideredasoneof the

five established brand elements, it can be seen as a very strong and successful

component of Vienna as a destination. Imperial heritage is closely followed by

profusionofmusicandcultureandsavoir-vivre.Duetothecity’sfameasthecapital

for classical music, publications often refer to this distinction. Limitations of the

analysis can be defined as the simultaneous 150th birthday of Vienna’s famous

boulevard, the Ringstrasse, in 2015. A significant amount of published articles

mentions its birthday and therefore shortly describe the history behind the

boulevard. Thus, the Eurovision SongContest 2015 is not theprimary topic in the

analysed time period. Another limitation of the analysis is the not clearly defined

media strategy behind the established brand values of Vienna. Although, all five

componentscanbeconsideredasaguidelinefortheDMO’swork, it isnotclear if

mediacoverageisdesiredforallbrandaspects.However,theVTBdidnotmanageto

promote thebrandelements functionalefficiencyandbalanceofurbanandgreen

areas in thesamemannerasotherbrandelements.There isa lackof information

concerning the two components. However, since information is considered as a

crucial shaper of a destination image and also an essential differentiator, the two

elements with great potential are not successfully communicated. Nevertheless,

functionalefficiencyandbalancebetweenurbanandgreenareasareaspects that

canbemainlyperceivedat thedestination itselfandnotprior to its visit.Another

interesting finding of the analysis constitutes the great emphasis on Vienna’s

restaurantscene.Newrestaurantconceptsaswellaslongestablishedcoffeehouses

canbe found inarticlesaboutVienna.AllarticlespublishedwithViennaasa topic

serveasaninfluencerofVienna’simageasatouristdestination.Although,imperial

heritage isthemostmentionedbrandelementofVienna,theunequalcoverageof

the brand values reveals space for improvementwith regard to communicating a

destinationimageanddestinationbrandelementsthroughmedia.

45

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Appendices

Appendix1

AnalysisofmediaduringtheEurovisionSongContest2015inVienna

Publication:Bild

Country:Germany

Title:MitConchitadurchWien

Date:13.05.2015

Circulation:480.000

ThearticlefeaturestipsfromAustriandragqueenConchitaWurstonwhatto

dowhen coming toVienna.Besides that, a historical overviewof the city’s

pastisalsopartofit.

Publication:RheinischePost

Country:Germany

Title:WienbeeindrucktmitTop-WeinundSong-Contest

Date:13.05.2015

Circulation:336.216

The headline of the article mentions Vienna’s wine production and the

EurovisionSongContest.Abigpictureshowingwineyardsandskyscrapersis

placedinthemiddleofthearticle.Additionally,asmallerphotoofafamous

Viennese coffee house is at the bottom of the page. Apart from themain

article about Vienna being the only capital city in the world producing a

significant amount of wine within its city limits, the 150th birthday of the

beautiful historic boulevard the Ringstrasse is celebrated as well.

Furthermore, a special section called ESC-Service on the right-hand side of

52

thepageprovidesuseful informationregardingtheEurovisionSongContest

inVienna.

Publication:DieWelt

Country:Germany

Title:“TypischeWienertrifftmaninderStraßenbahn”

Date:16.05.2015

Circulation:200.577

AninterviewwithEurovisionSongContestwinnerof2014,ConchitaWurst,is

printedinthisarticle.AlltheposedquestionsconcernViennaitsstereotypes

as well as dos and don’t’s for tourists that are perfectly answered by the

singer.Besidesgeneralquestions,personaltipsandfavouritespotsfromthe

Austrian drag queen are featured in the printed interview. A relatively big

photoofConchitaWurstinthefamousImperialCryptisplacedinthemiddle

oftheGermanpublication.

Publication:TheGuardian

Country:GreatBritain

Title:ConchitaWurstonVienna

Date:17.04.2015

Circulation:6.165.000uniquevisitorspermonth

The column published online on The Guardianmainly consists of Conchita

Wurst’spersonalreflectiononthecityofVienna.Agreatemphasisisplaced

on Vienna’s gay culture and how the city’s institutions and personalities

influencedConchitaasanartist.Besideshomosexualtopics,thedragqueen

alsosharesherfavouritespotsinthecity.Atotalofthreepicturescomprise

nearlyhalfthepage.TheheadphotoshowstheAustriansingerathervictory

inCopenhagenin2014.TheworldfamoushotelSacherandtheCubanMojito

Bararepresentedintheothertwopicturesintheonlinearticle.

53

Publication:TheGuardian

Country:GreatBritain

Title:AchangeoftuneinVienna

Date:23.05.2015

Circulation:178.758,6.165.000uniquevisitorspermonth

Aperfect example for puttingVienna in a different spotlight apart from its

typicalimagewasachievedthroughthisarticlepublishedinTheGuardianin

cooperationwiththeViennaTouristBoard.Startingoffwiththearticle’stitle,

A change of tune in Vienna, already inform the newspaper’s reader that a

differentsideofthecityisfeaturedinthearticle.Thechoiceofphotosinthe

article perfectly displays the idea behind the article to report from Vienna

besides its famousmainstreamtouristattractionsastheSchönbrunnPalace

or the St. Stephan’s Cathedral. Also, the queer scene of Austria’s capital is

prominentlypromotedduetoabigandboldcommentinexclamationmarks.

Inadditiontothequeerhotspots,abigsectionofthearticleisdedicatedto

Vienna’s charity hotelmagDas. This particular hotel employs refugees from

all over theworld. A photo of a receptionist supports the coverage of the

hotel.Additionaltwophotosatthetopofthearticledisplayanothermodern

hotel room. The other photo shows a young girl sitting outside a coffee

house.

Publication:Jetaway

Country:GreatBritain

Title:ConchitaWurst’sguidetoVienna

Date:February2015

Circulation:100.000

A very bright and colourful photo collection of young and urban Vienna

comprisesbasicallyhalfofthearticlepublishedinJetaway.Themainfocusis

on Conchita Wurst since she is the central character in the article talking

about her tips in Vienna. The topic’s covered byWurst comprise primarily

54

historic and traditional tourist attractions as the Art History Museum.

Concerning the selection of photos in article, fourwomenwith a Conchita

Wurstmaskareinthephotos.ApartfromConchitaWurstimitations,theArt

HistorymuseumsaswellastheNaturalHistorymuseumandsomeexhibitsof

themuseumscanbeseen intheselectedphotos. Furthermore,picturesof

the Albertina and the restaurantMotto am Fluss are printed in Jet away’s

publication.AniceviewofthecityofViennaisunderthepickedphotosfor

the article about Vienna and the Eurovision Song Contest. Certainly, the

momentwhenAustrian singerConchitaWurstperformedat theEurovision

SongContest2014andaphotowithherwearingahatarealso featured in

thearticle.

Publication:Sonntagszeitung

Country:Switzerland

Title:Butler,BohnenundBoutiquen

Date:10.05.2015

Circulation:197.774

A very sophisticated editorial was published in the Swiss Sonntagszeitung

addressing Vienna’s luxury tourism with regard to the Eurovision Song

Contest.IncontrasttootherpublicationsconcerningtheESC2015inVienna,

thisparticulararticledealsdifferentlywiththetopicandmentionsitsolelyas

a one reason why Vienna welcomes celebrities and other artists, which

constitute an increase in potential customers in the high-class segment.

Althoughtherearefourculturedpicturesonthearticle’spageandonemap

of Vienna’s first district, not even one photo has a direct link to themega

eventESCtakingplaceinVienna.TheBank,ParkHyatt’srestaurantandHotel

Imperial’slobbyaredisplayedinthephotos.Inadditiontohotels,onephoto

of the shopping street Kohlmarkt and one photo of a Viennese shoemaker

MarkusScheercanbefoundonthepageaswell.

55

Publication:ESCToday

Country:International

Title:

DiscoverVienna:ViennaSpherekicksoffinBarcelona

DiscoverVienna:Morethan80freetripsforaccreditedpersons

DiscoverVienna:Consumingwithaconscience

DiscoverVienna:Thetransportinthehostcity

DiscoverVienna:TheSpanishRidingSchool

Date:18.03.2015,28.04.2015,11.05.2015,02.04.2015,08.05.2015

Circulation:4.616.850pageimpressionspermonth

A close cooperation between the Vienna Tourist Board and Online

Newspaper ESC Today enabled a great variety of topics with regard to

publishedarticlesabouttheEurovisionSongConesthostcityViennaonESC

Today.Duetobeinganonlinenewschannel,manyphotosareincludedinthe

mediacoverageaboutViennaonESCToday.Althoughthefirstarticlemainly

covers marketing activities from the Vienna Tourist Boards in multiple

European cities, all the other online reports from the city contain photos

directly linked toViennaand its tourist attractionsormonuments.Namely,

the publication about the trips for free primarily consists of photos of the

Schönbrunn Palace and other imperial buildings.However, an article about

Vienna’seco-friendlysidecontainsvariousphotosofurbanroomsandthus

projects a young and fresh image of Vienna. Additionally, ESC themed

picturesalso

Publication:FinancialTimesOnline

Country:International

Title:OhVienna:observationsfromthe60thEurovisionSongContest

Date:29.05.2015

56

Circulation:-

Link:http://www.ft.com/cms/s/2/ad5fc6b8-04b0-11e5-95ad-00144feabdc0.html

AnunusualaspectofViennaisdiscussedinthisFinancialTimesarticlewhere

Viennaand itsoutrageoushistory isaddressed.Well-knownpersonalitiesas

painter Gustav Klimt and psychoanalyst Freud are linked to Vienna’s

extravagant addiction to society scandals. The author associates Conchita

WurstwithVienna’spastasnothingunexpectedduetothecity’sscandalous

history.

Publication:DieZeitOnline

Country:Germany

Title:Wien:8Punkte

Date:21.05.2015

Circulation:6.210.000uniquevisitorspermonth

Link:http://www.zeit.de/reisen/2015-05/eurovision-song-contest-wien-reisetipps

The online blog of the German newspaper critically discussed eight hot spots in

Austria’s capital apart from its main tourist attractions. All tips mentioned in the

articledonotcontainatypicalmonument.InadditiontotipswhattodoinVienna,

onlyonephotoofamonkeycompletestheonlinearticle.

Publication:DailyMail

Country:GreatBritain

Title:TheAustriancapitalwillhosttheEurovisionSongContestthisyear…hereare

sixthingsyoumustdoinViennaoncetheshowisover

Date:29.03.2015

Circulation:

Link:http://www.dailymail.co.uk/travel/article-3016793/The-Austrian-capital-host-

Eurovision-Song-Contest-year-six-things-Vienna-over.html

57

A totalof sixdifferent tips foraViennavisit aredefined in thearticleof theDaily

Mail. The recommendations are supported by beautiful scenery shots of Vienna’s

imperial attractions. However, although the article refers to the Eurovision Song

Contest in Vienna, there is no contemporary Viennese institution or attraction

mentioned.

Publication:Traveller

Country:International

Title:Vienna:Europe’sfavouritegaycityevenbeforeConchitaWurst’sEurovision

win

Date:15.05.2015

Circulation:

Link:http://www.traveller.com.au/vienna-europes-favourite-gay-city-even-before-

conchita-wursts-eurovision-win-38ate

Publication:Woman’sDayMagazine

Country:Australia

Title:Oh,Vienna!

Date:25.05.2015

Circulation:328.053

AgeneralimpressionofVienna,consideringbothhistoricalaswellasyoungaspects

are part of this article published by Woman’s Day Magazine. This particular

publication perfectly displays the traditional and urban characteristics of Austria’s

capitalcity.Additionally,agreatamountofphotossupplementsthearticleinavery

chicway.Regardingtheselectionofpictures,agoodmixofoldandnewVienna is

guaranteed. Furthermore, the Eurovision Song Contest is linked as the main

platform where Vienna and in particular Conchita Wurst displayed a new and

modernsideofthecity.

Publication:ScandinavianTraveller

Country:Sweden

58

Title:TheVoiceofVienna

Date:05/2015

Circulation:80.000,100.000uniquevisitorspermonth

AyoungandfreshsideofViennaispresentedinthearticlealsoaddressingViennaas

thehostcityoftheEurovisionSongContest2015.

Analysisofmediaduring2015coveringonlyViennaasadestination

Publication:DailyTelegraph

Country:Australia

Title:3DImagesofViennatobeprojectedontoSydneyOperaHousefortourism

boost

Date:16.01.2015

Circulation:6.453.600uniquevisitorspermonth

The article covers intentions of the Vienna Tourist Board to increase Australian

tourist’s stay inViennaby auniqueprojectionofVienna imageson SydneyOpera

House. Three photos of the event are included in the article, showing mainly

historicalVienneseattractions.

Publication:SydneyMorningHerald

Country:Australia

Title:SydneySymphonyOrcherstraperformanceprojectedontoOperaHousein

Viennasalute

Date:13.01.2015

Circulation:3.125.000uniquevisitorspermonth

The cooperation between the Vienna Tourist Board and the Sydney Symphony

Orchestraarediscussed in theSydneyMoringHeraldarticle.Vienna isdeclaredas

the cityofmusic andalso its beautiful architecture ismentioned. Themainphoto

containstheSydneyOperawithaprojectiononit.

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Publication:TheSun-HeraldTraveller

Country:Australia

Title:Vienna,Australia:Polaroidphotowalkingtour

Date:12.11.2014

Circulation:1.119.000uniquevisitorspermonth

A focus is put on a Polaroid tour through urban Vienna. The author explains her

interestandloveforinstantphotossinceitismoreaboutfeelingthemomentrather

thantakinglotsofphotos.Vienna’surbanandyoungsideisfeaturedinthearticle.

ThefivephotosfeaturedprimarilycompriseshotsofurbanVienna.

Publication:TheSydneyMorningHeraldSaturday

Country:Australia

Title:TheRingstrassecycle

Date:04.-05.04.2015

Circulation:225.165

Vienna is described as a better destination to visit that other European cities like

Paris, Berlin or even London. The great collection of photos showing Vienna at a

glanceunderlines thearticle ina very sophisticatedway.A sectionabout thebest

seatsintownisalsopartofthepublication.

Publication:InternationalTraveller

Country:Australia

Title:WalkinginCircles

Date:03/2015

Circulation:35.000,25.000uniquevisitorspermonth

The 150th birthday of the Ringstrasse serves as the main topic of this particular

article in the International Traveller. A great photo with a magnificent view of

Vienna completes as a double page the publication. All famous institutions and

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buildingsalongtheRingstrasseboulevardaredescribedandequippedwithaphoto,

respectively.

Publication:CEOLifestyle

Country:Australia

Title:GiveMumaRing

Date:05.05.2015

Circulation:9.000

The article generally deals with old and historic Viennese attractions as the

Schöbrunn Palace or the Imperial Palace. Photos from all a great variety of

monumentsandbuildingscanbeseenonthearticle’spage in theCEOLifestyle.A

specialfeatureisdedicatedtotheHotelImperiallocatedonthefamousRingstrasse.

Towardstheendofthearticle,ViennaAirport’snewterminalisalsocoveredinthe

publication.

Publication:DieZeit

Country:Germany

Title:EslebederBoulvard!

Date:30.04.2015

Circulation:507.731,6.120.000uniquevisitorspermonth

TheearlybeginningsoftheconstructionphaseoftheRingstrasseBoulevard,which

wasmainlyfundedbyJewishtradesmen,arethepublication’spredominanttopic.A

detailedstoryaboutthehistorybehindseveralbuildingsontheboulevardcomprises

themainpartofthearticle.TheimperialheritageofViennaistheexclusivetopicof

thearticle.

Publication:SZMagazin

Country:Germany

Title:DieschwarzeStadt

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Date:17.04.2015

Circulation:420.000

AdedicationtothefilmTheThirdManisthesubjectofthearticlepublishedinthe

SZMagazin. The story of the film and its affects on Vienna are discussed and the

author also shares his own experienceswhen participating The ThirdMan tour in

Vienna’scanalisation.

Publication:SüddeutscheZeitung

Country:Germany

Title:ZimmermitWeitblick

Date:23.07.2015

Circulation:381.844

A newly opened hotel in the neighbourhood of Vienna’s Hauptbahnhof and its

innovative concept are reviewed in the article of the German newspaper. Three

photosofinsidethehotelenablethereadertopicturetheurbanatmosphereatthe

hotelaswellasVienna’snewspirit.

Publication:AugsburgerAllgemeine

Country:Germany

Title:EinRing,siezubeeindrucken

Date:09.06.2015

Circulation:337.040

Due to the Ringstrasse’s 150th birthday celebration in 2015, the article primarily

covers the stories behind the prestige boulevard as well as some background

informationtoitsimpactonthecity.PhotosofnearlyallbuildingsontheRingstrasse

areplacedonthearticle’spageintheAugsburgerAllgemeine.

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Publication:GatetoTravel

Country:Germany

Title:AllesdrehtsichumdenRing

Date:Summer2015

Circulation:50.000

An impressive collage of Vienna and its beautiful buildings, restaurants and other

must-seesarefeaturedinthisextraordinarilylongarticleaboutAustria’scapital.The

articlecomprisesinsightsinVienna’shistoricalsideaswellasitsmodernandurban

facet.Numeroushotels,restaurants,cafésandhotspotsaredescribedindetailand

supplementedbyavarietyofphotos.Thearticle canbeconsideredas theperfect

guideforatriptoVienna.

Publication:FränkischerTag

Country:Germany

Title:WoPalästeSpalierstehen

Date:01.05.2015

Circulation:46.243

Vienna’s boulevard, the Ringstrasse as a topic amounts for most of the article.

Additionally,Vienna’ssavoir-vivrenamelyitsCoffeehouseculturearementionedin

thepublication.

Publication:Roadbike

Country:Germany

Title:EinWochenendeinWien

Date:01.10.2015

Circulation:30.897

A different view of the city is presented in this article since the author evaluates

Vienna with regard to its offers for racing bicyclists. However, the Coffeehouse

cultureandVienna’simperialheritagearestillintroducedinthearticleofthesports

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magazine. Furthermore, a number of hotspots are also included aswell as tips in

Viennaforracingbicyclist.

Publication:TheTelegraph

Country:GreatBritain

Title:Vienna:theculturalcapitalcomesofage

Date:23.03.2015

Circulation:7.412.000uniquevisitorspermonth

In thisarticle, theauthor talksaboutViennaand itschange frombeinganoldand

conservativeoneintoacosmopolitanandvibrantcity.Thejournalistalsotalksabout

herpersonaltriptoViennaandnewhotspotsaroundthecity.Sevenphotosofthe

Austriancapitalsupplementthewholearticle.

Publication:FabulousMagazine

Country:GreatBritain

Title:Fabulousgoesto…Vienna

Date:01.03.2015

Circulation:1.582.359

The Art Director of the magazine shortly summarises Vienna in four sections.

Namely,see–eat–do–drinkandsupportsthearticlewithfourphotosportraying

oldandnewVienna.

Publication:LondonEveningStandard

Country:GreatBritain

Title:AweekendawayinVienna

Date:11.08.2015

Circulation:887.516,918.000uniquevisitorspermonth

The article displays a very contemporary side of Vienna covering Viennese wine

production and restaurant scene among other tips in the city. Particularly the

25hourshotelatMuseumsquartierishighlypromoted.

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Publication:SundayTimes

Country:GreatBritain

Title:ThebigweekendVienna

Date:28.06.2015

Circulation:764.562,317.033uniquevisitorspermonth

TheemphasisisprimarilyputonmodernandcontemporaryVienna.However,main

touristattractionsarestillcoveredinthearticlebesidesurbanhotspotsinthecity.A

niceselectionofbothmodernandtraditionalViennaphotossupplementsthepage.

Publication:Ultratravel

Country:GreatBritain

Title:Waltztoanewbeat

Date:Spring2015

Circulation:600.000

Vienna’s transformation into a vibrant city is discussed in this article. Another

interestingfactisthementioningofVienna’sbigmigrantpopulationwithregardto

itsgastronomy.

Publication:EasyjetTraveller

Country:GreatBritain

Title:LordsoftheRing

Date:03.2015

Circulation:250.000

The publication in the Easyjet Traveller solely contains Vienna’s Ringstrasse and

institutions locatedon theboulevard.Abrightyellowasbackgroundandcolourful

drawingscompletethearticle.

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Publication:FinancialTimes

Country:GreatBritain

Title:PostcardfromVienna

Date:10.01.2015

Circulation:217.121

The focus in this publication is laid on a famous Viennese dance school. Vienna’s

imperial history is also introduced to the reader in the short publication in the

FinancialTimes.

Publication:CondéNastTraveller

Country:GreatBritain

Title:ShakeRattle&Roll

Date:01.2015

Circulation:78.028,270.000uniquevisitorspermonth

VerybigmediacoveragewasguaranteedinthepublicationofCondéNastTraveller

aboutVienna’snewimageasacosmopolitancity.Photosofsolelyyoungandurban

Vienna comprise nearly half of the article enabling the reader to dive intoVienna

easily.

Publication:TheIndependent

Country:GreatBritain

Title:48hoursinVienna

Date:12.09.2015

Circulation:57.015

NewflightroutesfromtheUKtoViennaarediscussedinthearticle. Inadditionto

that,acitymapbesidesotherphotosfromthecityareincludedinthepublication.

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Publication:zeenews.india.com

Country:India

Title:MoreandmoreIndiansnowheadtoVienna

Date:18.02.2015

Circulation:43.141.625uniquevisitorspermonth

Theincreaseof Indiantourists inViennaissubjectofthearticle.Also,segmentsof

an interviewwiththeViennaTouristBoardare included.Oneheadphotowiththe

townhallandahorsedrawncarriagecompletestheonlinepublication.

Publication:sify.com

Country:India

Title:ViennacallingIndians:TopreasonstovisittheAustriancapital

Date:21.04.2015

Circulation:37.500.000uniquevisitorspermonth

Since Vienna is considered as a booming destination for Indians according to the

article,severalattractionsinthecityareintroducedtothereader.Notonlyspecific

institutionsarementioned, also,background informationofVienna is explained in

theonlinearticle.

Publication:MidDay

Country:India

Title:Boulevardofbeautifuldreams

Date:09.03.2015

Circulation:140.000

AcoupleofinstitutionslocatedalongtheRingstrasseareportrayedinthisparticular

article,celebratingtheboulevards150thbirthday.Eachsectioncontainsaphotoof

thediscussedbuilding.

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Publication:OutlookTraveller

Country:India

Title:RingaRingaRoad

Date:05.2015

Circulation:70.000

Vienna’s imperial heritage and also its own wine yards within the city limits are

subjects in thispublication.Furthermore, theRingstrasseand itsbuildingsarealso

discussed. Inadditiontothat,aspecialsection foruseful information for incoming

touristsisprovidedintheIndianpublication.

Publication:RoyalWings

Country:Jordan

Title:AspinaroundVienna

Date:01.05.2015

Circulation:30.000

The 150th birthday of the Ringstrasse serves as the main topic for this article

published in the Royal Wings. However, not only Vienna’s famous boulevard is

covered, also the Ringstrasse’s neighbourhood is explained. One historic photo of

Viennaworksastheheadphotoofthearticle.AshotofurbanrestaurantMottoam

Flussisincludedinthearticleaswell.

Publication:TorontoSun/CalgarySun/OttawaSun

Country:Canada

Title:Veryslowfood:Viennesesnailfarmwelcomesvisitors

Date:22.07.2015

Circulationintotal:1.970.000uniquevisitorspermonth

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AsnailfarminViennaisprominentlyfeaturedintheCanadianpublication.Vienna’s

restaurantscenepickingupthenewtrendiscoveredaswell.Furthermore,Vienna’s

ownwineproductionisalsomentioned.

Publication:DailyXtra

Country:Canada

Title:QuietlyqueeringVienna

Date:07.08.2015

Circulation:150.000uniquevisitorspermonth

The spotlight in the article is on Vienna’s queer scene. A number of gay friendly

restaurants, or same-sex traffic lights are discussed in the article. Besides queer

attractionsinVienna,thebalancebetweenurbanandgreenareasismentioned.And

theViennesefoodsceneisalsotopicintheonlinepublication.

Publication:MercedesBenzMagazine

Country:Canada

Title:FindingGemütlichkeitinVienna

Date:Winter2014

Circulation:80.000

Nearlyallofthecity’sbrandattributesestablishedbytheViennaTouristBoardare

covered in this particular article. Only the functional efficiency is not directly

mentioned.TheauthorwroteaboutherownexperienceswhilevisitingViennaand

provided interesting background information for readers. Not only written text,

fifteenphotosofViennacanbefoundinthepublication.

Publication:KronenZeitungBunt

Country:Austria

Title:EineZeit-ReisedurchWien

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Date:22.03.2015

Circulation:1.301.908

ThenewlyopenedHauptbahnhofanditsneighbourhoodistheprimarytopicinthe

articleoftheAustriannewspaper.Anhistoricaloverviewoftheareaandfactsfrom

theHauptbahnhofarealsoprovidedinthearticle.Photos,bothshowingoldaswel

asnewVienna,supplementthepublication.

Publication:MobilWien

Country:Austria

Title:PrachtstrassederWiener

Date:04/2015

Circulation:600.000

A short article published in Mobil Wien delivers short facts regarding the 150th

birthday of the Ringstrasse and exhibitions of the construction of the Viennese

boulevard.Anemphasis isputoncurrentexhibitions inthecityandsupplemented

byvariousphotos.

Publication:Skylines

Country:Austria

Title:DerschönsteBoulevardderWelt

Date:03/2015

Circulation:110.000

TheAustrianAirlinemagazinededicatedacoupleofpagestothe150thbirthdayof

theVienneseRingstrasseanditsinstitutionslocatedalongthestreet.Afewbuildings

arepickedandshortlydescribedaswellasequippedwithaphoto.

Publication:Reiseaktuell

Country:Austria

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Title:Viennacalling

Date:12/2014

Circulation:40.000

Vienna is hyped as a great combination between historic buildings and a

cosmopolitan spirit in the article. New shopping district or recreational areas are

alsomentioned.Besidesthat,thehistoryoftheVienneseboulevard,theRingstrasse,

iscoveredaswell.

Publication:Gourmetreise

Country:Austria

Title:InsdieWien

Date:Spring2015

Circulation:20.000

The Gourmetreisemagazine dedicated the publication primarily to the urban and

contemporarysideofVienna.Newconcepts inthecityandtrendyrestaurantsand

hotspots are presented in the article. A well-designed layout including a lot of

photosof thementionedplacesaswell asportraysof twoViennesemen.Despite

talkingaboutVienna’snewfacet,traditionaltouristattractionsarealsomentioned.

Publication:BlickamAbend

Country:Switzerland

Title:DuStadtmeinerTräume

Date:05.12.2014

Circulation:284.771

ViennaduringChristmas timeand itsmanyChristmasmarkets are featured in the

Swiss article. Five photos support the article showing Rathausplatz with a big

Christmasmarket.

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Publication:Sonntagszeitung

Country:Switzerland

Title:WiesollenwirinZukunftzusammenleben?

Date:26.07.2015

Circulation:201.738

The focus in this article is on Vienna’s art scene and in particular on the newly

establishedViennaBiennale.AphotoofHotelmagdas’lobbyandapictureofanart

installationserveastheheaderonthearticle’spage.

Publication:SIGrün

Country:Switzerland

Title:Wien:AmHofundunterHipsters

Date:03.08.2015

Circulation:186.197

ThearticlecoversVienna’shotspotsandmust-seesbesidesitsimperialheritageand

othermainstreamtouristattractions.Selectedrestaurantsandotherinstitutionsare

portrayed.Furthermore,photosofonlycontemporaryfacetsofthecityareselected

forthisarticle.

Publication:NZZ

Country:Switzerland

Title:Weltverbesserung

Date:22.06.2015

Circulation:114.154

The article solely emphasises on the Vienna Biennale. The publication provides a

detaileddescriptionoftheViennaBiennale.

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Publication:HuffingtonPost

Country:USA

Title:ViennaisoneofthemostcivilizedcitiesinEurope

Date:12.01.2015

Circulation:40.600.000

With the main focus on Vienna’s imperial heritage and profusion of music and

culture, this article is the perfect example for a traditional review on Austria’s

capital. A lot of photos featuring historic buildings and traditional attractions

supplementthepublication,whichalsoassessViennawithregardtoitshighposition

inqualityofliferankings.

Publication:CNN.com

Country:USA

Title:Dessertstorm:HowtosinkyourteethinAustria’sbestcakes

Date:02.04.2015

Circulation:25.000.000uniquevisitorspermonth

ThepublicationonCNN.comisprimarilydedicatedtoAustria’sbakingtraditionand

inparticulartoVienna’sfamefor itssweets.BesidesthefamousSachertorteother

hotelsalsocreatedtheirowndesserts.

Publication:CNN.com

Country:USA

Title:Vienna’sRingstrasse:Lordoftheringroadscelebrates150years

Date:23.04.2015

Circulation:25.000.000uniquevisitorspermonth

The150thbirthdayoftheRingstrasseservesasthemaintopicforthispublicationon

CNN.com. Selected attractions along the road are described. Furthermore, four

photosofhistoricalbuildingsinViennacompletethepage.

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Publication:NewYorkTimes

Country:USA

Title:Vienna:Kartnerstasse,GrabenandKohlmarkt

Date:19.04.2015

Circulation:2.022.850,16.939.851uniquevisitorspermonth

Vienna’sfirstdistrictanditsshoppingareaarecoveredinthearticlepublishedinthe

New York Times. A shot of St. Stephan’s Cathedral and the modern Haas Haus

perfectlyshowamixofnewandoldVienna.

Publication:NewYorkTimes

Country:USA

Title:36hours:Vienna

Date:04.01.2015

Circulation:2.022.850,16.939.851uniquevisitorspermonth

Although the article mentions Vienna’s imperial heritage, the leading part of the

publication covers Vienna’s urban and young side. Tips for restaurants and fancy

galleriesarealsocontained.Allphotosonthepagesolelyfeaturecontemporaryand

stylishVienna.Acitymapisalsopartofthearticle.

Publication:Towlerroad

Country:USA

Title:GayTravel:HowtoSpendaRelaxingWeekendinVienna

Date:17.07.2015

Circulation:750.000uniquevisitorspermonth

The article mainly covers mainstream tourist attractions in Vienna. A total of

thirteenphotoscompletetheonlinepublication.

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Publication:AFAR

Country:USA

Title:Vienna’smoment

Date:01/2015

Circulation:265.000,750.000uniquevisitorspermonth

Anextensive coverageaboutVienna’smusic sceneand savoir-vivre ispublished in

themagazine.Detailedinformationaboutitsmusichistoryisprovided.

Publication:BergdorfGoodman

Country:USA

Title:VienneseWaltz

Date:Summer2015

Circulation:180.000

Aniceoverviewofmust-seesinViennafromrestaurantstogalleriesorwineyardsis

displayed in the article. Furthermore, the wine production in Vienna is also

prominentlyfeatured.Photosbothshowanewfacetaswellashistoricbuildingsin

Vienna.

Publication:CurveMagazine

Country:USA

Title:DivineVienna

Date:Winter2014

Circulation:59.492,250.500uniquevisitorspermonth

Thearticleisdividedintoseveralsections.Accommodation,restaurantsandtipsfor

aculturaltouristprogramarethreeofthem.Thefourthsectionfeaturesqueerlifein

Viennaandimportantgaypersonalitiesfromthepast.