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Tag des Denkmals
Ketchum Austria
Client: Österreichisches Bundesdenkmalamt (Austrian Federal Monuments Office)
raise awareness about its responsibilities regarding the preservation of Austria‘s cultural heritage and to open up all different kinds of monuments for regular visitors. The goal is to highlight the diversity of monuments across Austria, to strengthen public awareness of the economic and ecological sustainability of monuments and to present traditional craftmanship to visitors. Following the European theme 2024 “Heritage of Routes, Networks and Connection” and the Federal Monuments Office’s 2024 annual theme “Craftsmanship | Thought + Made,” a comprehensive campaign was developed. The campaign strategy for Monument Day was based on three central pillars: Attention, information and networking. Maximum attention was achieved through a memorable corporate identity (CI) with a clear claim and strategic cross-media placement. Comprehensive and targetgroup-oriented information about monument protection and preservation was prepared and communicated in a versatile and in-depth manner. At the same time, we integrated communication disciplines and fostered accessibility and engagement through multipliers and we enhanced target group involvement with interactive digital content. Resulting in 512 earned media clippings, in all relevant Media Outlets, Radio, TV, Print and online nationally and regionally. 89,2 Mio. Media Reach - Reaching almost 9 Mio. Austrians nearly 10 times. And 590 K Social Media Reach; +302.2% New Instagram Followers; +590% New Facebook Followers and 1,1 Mio. organic Social Media Impressions.