Premiile obtinute la FIBRA #2:
- BRONZE FIBRA @ Brand Promotions
PRESENTING THE CASE
Campaign / Execution Summary
UNTOLD FESTIVAL transforms TRANSYLVANIA into THE BIGGEST ALL INCLUSIVE RESORT IN THE WORLD.
This year, a new twist has been given to the festival pass: festivalgoers can use it to access free or discounted entry at the most famous touristic destinations in Transylvania. After the festival, tourists can use the festival access bracelet to gain free or discounted access to the most important touristic attractions in Transylvania like Dracula Castle or the Merry Cemetery.
Context / Problem / Opportunity / Insight
UNTOLD …the most important event on everybody’s “SUMMER TO DO LIST”. Each year Untold stands for something important for Romanians. In 2015 we stood up for blood donations In 2016 we’re standing up for the beautiful landscapes of Romania.
Target Group
Untold festival participants, be them Romanians or foreigners, who have one thing in common: they
don’t usually discover the touristic attractions of the region.
Results
The campaign was so successful, that the National Tourist Agency included it in their official strategy and was applied to 4 more festivals in Romania after Untold.
It generated strategic partnerships with cultural actors in Transylvanian communities (source: festival’s organizers & public institutions press releases, august 2016)
Transylvania’s All Inclusive earned media was 3x times the budget invested in the campaign (source: media & PR media est., 2016). All major news agencies in Romania and abroad, including most renowned travel bloggers talked about Untold’s initiative in Romania for empowering local tourism and development. (source: media & PR media monitoring, 2016).
The campaign got 254,000 organic views on Untold’s Facebook page for Transylvania All Inclusive movie, and led to almost 5.000 shares to spread the excitement. (Source: Facebook Manager, August 2016). Major TV stations, radios and online sites covered Untold’s initiative, gathering over 3,500,000 media impressions in local media.
INFO
Agency/Company: McCann Worldgroup Romania
Entry Case Title: Transylvania All Inclusive
Brand: Untold Festival
Client: Untold Festival
CREDITS
Chief Executive Officer: Catalin Dobre
Copywriter: Alexandru Vasile
Art Director: Lia Bira
OTHER CONTRIBUTING COMPANIES
PR Agency: McCann PR
