The Impact of Media During the Eurovision Song Contest 2015 on the Destination Image of Vienna

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The impact of media during the Eurovision Song Contest 2015 on the destination image of Vienna

Bachelor Thesis for Obtaining the Degree

Bachelor of Business Administration in

Tourism and Hospitality Management

Submitted to Dr. Irem Önder

Matthias Schwindl

1311008

Vienna, 30th April 2016

Affidavit

I hereby affirm that this Bachelor’s Thesis represents my own written work and that I have used no sources and aids other than those indicated. All passages quoted from publications or paraphrased from these sources are properly cited and attributed.

The thesis was not submitted in the same or in a substantially similar version, not even partially, to another examination board and was not published elsewhere.

Vienna, 30th April 2016

Abstract

The activities of the Vienna Tourist Board, as the official destination management 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 perception around the world.

Part of the 2020 tourism strategy published by the Vienna Tourist Board is the emphasis on the five main attributes that come to people’s mind when they first think of Vienna. Ranging from the beautiful imperial heritage to the great offer of music and culture as well as the green spaces within the city limits. These perceptions are integrated in the marketing strategy of the tourist board and are used for many promotional activities.

Since 2015 the famous Ringstrasse Boulevard celebrated its 150th anniversary, many media reported about the city. However, Conchita Wurst won the Eurovision Song Contest 2014 in Copenhagen unexpectedly. Due to her victory in the competition, this big world event took place in May 2015 in Vienna. An immense number of journalists were attracted by the ESC 2015 who reported about the event and the tourism destination Vienna. Thus, several images of Vienna were projected in various articles and countries. One part of the research is the analysis of newspaper articles in magazines and online articles to discuss the impact of these publications on the general image of the city and how the city’s image is perceived during that time or changed due to the Eurovision Song Contest 2015.

1 INTRODUCTION ...... 7

2 LITERATURE REVIEW ...... 8

2.1 DEFINITION OF TOURISM AND TOURISM DESTINATION ...... 8

2.2 DESTINATION MANAGEMENT ORGANISATION (DMO) ...... 9

2.3 A DMO’S STRATEGIC APPROACH ...... 9

2.4 TOURISM PRODUCT ...... 10

2.5 MARKETING ...... 10

2.6 THE PSYCHOLOGY OF TOURISM MARKETING ...... 11

2.7 OBJECTIVES AND AIMS OF BRANDS ...... 11

2.8 DESTINATION IMAGE ...... 11 2.8.1 Mega events in a country and the destination image ...... 15

2.9 MASS MEDIA EFFECTS ...... 16 2.9.1 Cognitive effects ...... 17 2.9.2 Affective effects ...... 17 2.9.3 Behavioural effects ...... 17

2.10 THE TOURISM IMAGINATION ...... 17

2.11 TOURISM MARKET ...... 18

2.12 DEFINING A REGION OR CITY AS A BRAND ...... 18

2.13 THE VIENNA TOURIST BOARD ...... 18 2.13.1 Strategic Destination Development ...... 19 2.13.2 Brand Management and Advertisement ...... 20 2.13.3 Corporate Public Relations ...... 20 2.13.4 Content Management and Production ...... 20 2.13.5 Media and Market Management ...... 21 2.13.6 Convention Bureau ...... 21

2.14 EUROVISION SONG CONTEST ...... 22 2.14.1 The beginning ...... 22 2.14.2 The rules ...... 22 2.14.3 Eurovision Song Contest Vienna 2015 ...... 23

2.15 VIENNA AS A BRAND ...... 23 2.15.1 Vienna – now or never ...... 25 2.15.2 Photos ...... 25

2.16 SIDE EVENTS SONG CONTEST VIENNA 2015 ...... 25

2.16.1 EUROCLUB ...... 27 2.16.2 POP meets OPERA ...... 27 2.16.3 Euroart in the MQ – The ESC MQ FURNITURE ...... 27 2.16.4 The Nul-pointers ...... 28 2.16.5 Trips for free ...... 28

3 METHODOLOGY ...... 29

4 ANALYSIS ...... 30

4.1 ANALYSIS OF MEDIA RELEASES RELATED TO THE EUROVISION SONG CONTEST 2015 ...... 30

4.2 ANALYSIS OF GENERAL MEDIA COVERAGE 2014/2015 ...... 33

5 CONCLUSION ...... 43

6 BIBLIOGRAPHY ...... 45

APPENDICES ...... 51

APPENDIX 1 ...... 51

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 how media coverage differs during a mega event such as the Eurovision Song Contest 2015 compared to general articles covering Vienna as a destination in the time period late 2014 and 2015. Thus, only German and English articles in cooperation with the Vienna Tourist Board are considered in this work.

The Destination Management Organisation (DMO) for Vienna, the Vienna Tourist Board, evaluated the tourist’s perception of the city and later established guidelines how they want to promote Vienna (Vienna Tourist Board, 2013). This Bachelor thesis compares the brand elements established by the Vienna Tourist Board with the actual newspaper articles’ description and announcement of the city. The significance of a well-established media brand strategy is indispensable for the DMO, 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 established brand elements of Vienna are represented in media coverage or not. 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 such as destination management, brand strategy, tourism marketing as well 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 to marketing activities for a tourism destination. Thus, the evaluation and content analysis of media releases in German and English serve as indicator for the efficiency of the marketing strategy of the DMO (Vienna Tourist Board, 2015).

2 Literature review

2.1 Definition of tourism and tourism destination

The term tourism is hard to define as the complex phenomenon involves many stakeholders as well as an unclear consideration of recreation activities versus actual touristic behaviour. Due to the difficulties that come along this process of finding an appropriate definition, tourism is mostly defined by three items: motivation, length of stay and distance travelled or border crossed (Heath and Wall, 1992).

Analysing a tourism destination over a period of time demands a clear definition first to ensure an appropriate final outcome. The Ritchie/Crouch model 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 destination superstructure, however, comprises all services provided to tourists such as hotel facilities and restaurants. Furthermore, it is essential to distinguish between a geographical location and a destination. Thus, a demand perspective describes a destination as a set of products, natural and artificial attractions and services that attract tourists to a certain place. The geographical position is therefore considered to be a component of a destination (Presenza, Sheehan, Ritchie, 2005). A destination is defined as an amalgam of tourism services and experiences. The geographical location helps to divide a destination that can also be perceived subjectively since a town as well as a continent can be described as such. Demographic patterns shape 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 experiences or other patterns of a destination drive people to visit it to fulfil their demands. A destination features several aspects to guarantee this fulfilment. For the analysis of tourism destinations six components of a destination were established: Attractions, Accessibility, Amenities, Available packages, Activities and Ancillary services. All natural and heritage as well as artificial attractions are defined as one part. In order to visit them a working infrastructure is indispensable and is described

as accessibility. The accommodation facilities and other tourist services come under amenities while the organisation of packages for a destination is explained by available packages. Second to last are activities that can be done by tourists during their stay. Additionally, bank services, hospitals and other services provided in the destination are linked to ancillary services (Buhalis, 2000).

2.2 Destination Management Organisation (DMO)

A destination’s management faces difficult circumstances as a great amount of stakeholders are involved in tourism, including numerous businesses areas. There is a need to develop a strategy on how to overcome issues related to different opinions or interests. Based on a common way of acting as one entity, a destination management organisation is in charge of the destination’s management. Its existence is of high importance since a tourism product of one destination can only 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. Due to that, prospective tourists of a certain area do have a distinct image or specific expectations of a destination based on external influences. These images of a tourism destination prior to the actual visit are transported through word-of- mouth or publications in newspapers or magazines. A DMO is responsible for the coordination of a touristic offer in a destination. A representation of all interests within a destination is also involved in the DMO’s set of activities. The development of an area should be assured through active destination management for the region. One of its main tasks comprises all promotional activities and marketing for a particular destination. With regard to the strategic planning process of a DMO the improvement of tourism infrastructure in a particular region can serve as a great foundation for the improvement of a regional tourism product. Ultimately, the DMO benefits from such actions as the tourism product enhances (Heath and Wall, 1992).

2.3 A DMO’s strategic approach

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 challenging market due to high competition in the field. Due to these circumstances

in the industry it becomes fundamental for a DMO to provide services and products in accordance with the prospective tourist’s wants and needs. A segmented market facilitates the fulfilment of individual demands. Activities that ensure meeting the needs of the market are extremely hard to manage due to the remarkably competitive environment as well as the challenge of retaining a certain position in the market and still be able to respond to current trends. In order to achieve a sustainable success, a strategic marketing approach based on a great collection of information is a necessity for a destination management 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, Presenza and Abbate, 2015).

2.4 Tourism Product

Defining the tourism industry’s product demands a review of a very complex system 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 comprise service, freedom of choice, hospitality and as a fundamental element the 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 offered to each market segment. Actions similar to this enhance chances of making profit as a firm, which further leads to a sustainable market presence for the business itself. Operating for a longer period of time enables a company to acquire market share by gaining knowledge through experiences in the field of market segmentation and providing suitable products, respectively (Gummesson, 1987).

2.6 The psychology of tourism marketing

The similarities of tourism products require a great distinction of offered products 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 product from its competitors by simply using manipulation. A common approach is 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 dissatisfaction in the current situation. This psychological trick then drives people to desire the projected feeling even more, which then leads to longing for the tourism product experience (Uzzel, 1994).

2.7 Objectives and aims of brands

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 Destination image

The term destination image can be considered as “the sum of beliefs, 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, tourism is the only industry that can actually influence a country’s image and perception. Despite having such a power regarding a destination’s image, a tourism destination has to be aware of its image with regard to competition among other destinations offering similar products. Due to rivalry and the importance of projecting a positive image, a destination has to manage its image through identification, tracking and marketing. As such images do not always reflect reality, the accuracy of a destination image is crucial and has the potential to attract tourists

due to a solid as well as positive image. A wrong representation of a destination can result in a decrease of tourists since the destination’s bad reputation does not motivate guests to come visit the area (Schneider and Sönmez, 1999). Despite that, the way tourists understand and see a destination becomes a strong indicator to determine individual patterns of a destination that can be focussed on with regard to a competitive advantage (Dimanche, 2002).

The highly competitive tourism markets worldwide and in particular among European cities demand a diversification of destinations to maintain success. 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, where new and modern buildings replace 1970s or 1980s architecture. Also, international retail brands replaced traditional and local retail stores. As a result, appearances of city centres are now very identical among competitors. This further leads to less individuality on the market (Nasutta, Cordts, 2012). In contrast to conventional tangible products, a destination can be considered as an intangible as well as a tangible product with many components.

Thus, destination branding serves as an important indicator for communicating a destination’s differentiation and identification. A destination’s unique character serves as a crucial basis for the separation from its competitors. Besides identifying its character, the identification of target markets enables an even more accurate branding strategy due to the possibility of directly addressing a target market’s interests through the established branding strategy. Furthermore, the emphasis on the exclusive character of a destination apart from its restaurant scene and other consistent elements over a competitor and understanding its competitive advantage builds a great asset. Due to various components of an image, a destination image as well consists of two different forms of images. Namely, organic images where a tourist develops an image as a result of gained experiences and reliable data. And induced images, which are identified through other information sources such as advertisements. Generally, an image is solely created by cognitive approaches (Rajesh, 2013).

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 identifying the consumer’s perception of the destination an even more adequate and accurate identity can be created (Qu, Kim, Im; 2010). Recent studies show a great connection between cognitive and affective approaches with regard to a destination’s perception by a tourist. Whereas cognitive processes determine an image by gained knowledge of the destination, affective approaches are characterised by emotions towards a destination (San Martin, Rodriguez del Bosque, 2007). Both, destination identity as well as destination image are considered to be an indispensable factor in creating brand equity (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 demand factors. Components such as education of an individual or the exposure to various media channels are all considered to be supply factors of a destination image. Furthermore, marketing activities in the field of tourism are also part of it. In contrast, personal motivations or perceptions can be described as demand factors. 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 destination image. The primary image is created after visiting a destination on-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 experiences and knowledge can be used to change perceptions of a destination on 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, brand patterns like attributes, benefits and attitudes shape

consumer perception and consumer expectation of a brand. Consumers see their personal value of purchasing a brand through those aspects. Concerning destination image, tourists and suppliers become an integrated part of the definition process through their active participation. The role of suppliers is defined by educating what and how to support as well as whom to support the product. In contrast, tourists need to be informed on how to consume the provided product (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. The provision of 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 influence a formation of a destination’s image of potential visitors. Furthermore, the cost of running a website is relatively low compared to other marketing tools making it a marketing channel with enormous power (Jeong, Holland, Jun, Gibson, 2010).

A distinction is drawn between word-of-mouth, expert information, various media and advertisement as information types with regard to shaping destination image. Whereas expert information is available through DMO’s or travel agencies, media affects an image through news as well as movies. However, information received through word-of-mouth and advertisement is considered to be the most influential type concerning destination image formation through information (Jeong, Holland, Jun, Gibson, 2010). Researchers found that various travel magazines, printed as well as online, present a destination in several ways in their publications, respectively. Usually, travel magazines emphasise on destination elements like recreation and leisure or culture. Since pop culture depicts a major part in today’s societies, the role of it can greatly influence all kind of behaviours, beliefs and attitudes within a society. Thus, the perception of a destination is also exposed to music, movies and books under the term pop culture. However, it does not necessarily mean that everything produced projects reality. Hence, it becomes even more important to

understand and consider influential factors such as pop culture in order to use the potential of altering destination image. In particular movies transmit a certain meaning through language and visual presentation (Kim, Richardson, 2003). Facing this opportunity, DMOs use films as a marketing channel since directors can produce completely new images of a destination (Hudson, Brent Richie, 2006).

2.8.1 Mega events in a country and the destination image

Brand positioning can be better and more easily achieved through organising or hosting big events. This can be guaranteed through various components such as the selection of events and the included media coverage.

A country’s image can immensely benefit from the concession of being host of an international mega event like the Olympic games or World Cups. Thus, a destination image can alter through visiting the destination itself. Generally, tourist behaviour is 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 evaluation of a destination and future behaviour with regard to the visited destination are also aspects of tourist behaviour (Lee, Lee, Lee, 2005). Apart from enhancing the destination image, economic factors underline the importance of mega events in a city. Mega events serve as a perfect opportunity to attract investors and other important partners to the destination. In the highly competitive environment of tourism, similarities between cities due to globalisation and economic factors reduce a city’s unique identity. Regarding this, hosting big events enables a city to be not only the host but also to promote itself as a tourist destination. Besides the event organisation, an increase of media attention throughout all planning phases can be determined (Richards, Wilson, 2004). Another significant aspect of hosting events with a wide reach is the possibility to improve weak seasons. This is particularly important for destinations with seasonality since events during low season can attract new visitors and shape the image sustainably. Furthermore, the perfect match between a host destination and an event through coordinating target groups is crucial. Memories of events in particular locations can create a direct link to the destination in a consumer mind. Matching target groups of destinations and events does not only provide a good opportunity for destination

promotion but also increases consumer satisfaction due to choosing suitable destinations for events. Due to this, mega events can become part of a destination image. A well-known example is the city of New Orleans, which is widely considered to be the Jazz capital due to hosting big Jazz festivals (Dimanche, 2002). Generally, events with regard to destination image and tourism comprise four major aspects: venue, event infrastructure, target audience and media. Events are a great platform to spread important messages concerning the destination or projecting a clear image of the destination. The event venue and event infrastructure are features of a destination through which an image can be easily promoted. Although the actual event and the host destination are not an entity, when it comes to media both become a unity. In combination with an event, a destination receives huge media coverage, which serves as a great marketing and advertisement opportunity. In addition to that, event guests need to travel to the host destination in order to be able to attend the event. Regarding this, event tourism has also a great impact on the local economy since guests spend money at the destination. However, before a city can be elected as the host of a mega event, the city needs to outperform its competitors in the selection process with its destination identity (Jayswal, 2008).

2.9 Mass media effects

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, audience and media builds the framework of observation. The interdependency of these elements declares the likelihood of media influencing a society to change its beliefs, feelings and behaviours. The higher the dependency of media is, ultimately leads to a higher chance of adaptions according to media. Such a dependency on media information can be produced through the will of understanding the world and its surroundings. In addition to personal needs of media, an altering society and its associated conflicts of change cause a greater need of media information since media provides unique and centralised information. In a society with less structure, centralised information is even higher demanded. Thus, a well-developed media technology in a time of change and conflict in a society has a greater capability of causing cognitive, affective and behavioural effects.

2.9.1 Cognitive effects

The role of mass media with 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 caused through contrary information. Unknown events with little details brought up by media enhance the feeling of ambiguity. The consequent demand for more information to resolve the doubt perfectly displays the importance of media when it comes to the resolution of ambiguity. However, since media has the power to decide upon what kind of information is shared and what data is not published, the strong influence of media is apparent. Due to this constraint of information flow, the scope of interpretations concerning ambiguity can be controlled.

2.9.2 Affective effects

The language with regard to the use of affective descriptions triggers certain feelings and emotions in the society. In this case, people develop a specifically affective attitude towards a particular topic. Affective effects occur with both behavioural and cognitive effects as well. Providing information with distinct illustrations of a situation in an affective manner can directly cause the absorption of this projected image. When people experience a similar situation, they automatically establish emotions and attitudes as mentioned in the media.

2.9.3 Behavioural effects

With regard to behavioural effects, it needs to be distinguished between activation 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 information of a topic of which the society has already established certain attitudes towards it can lead to a stop of action in the society (Ball-Rokeach and DeFleur, 1976).

2.10 The tourism imagination

The tourism imagination approach deals with the connection between tourism and the influence of media on a tourism product. Different levels of creativity are

involved in this particular process of creating an image of a tourist destination. Within this process, several factors such as the perception of freedom influence this creative concept. However, some factors similar to a smell of a location and its surroundings can only be experienced through physical tourism, meaning that there is a need to travel to the desired location to feel the destination in all aspects. In contrast, a tourism imagination is a product of a creative process involving multiple circumstances of the everyday that does not demand the physical appearance in a location (Crouch, Jackson and Thompson, 2005).

2.11 Tourism market

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 stakeholders playing a critical role in terms of the provided product. With regard to tourism, the main actors reach from the actual service provider, DMOs, retailers, wholesalers to the final customer. A significant difference to other industries is the spatial distance between the prospective customer and the service provider. Concerning this, retailers as travel agencies decrease the handicap of a great distance between supply and demand (Bieger, 2008).

2.12 Defining a region or city as a brand

In contrast to conventional consumer products and services a region or city cannot be easily defined as such. Therefore, a process whereby a region’s or city’s territory is clearly defined is indispensable in order to establish a brand efficiently.

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 reasonable outcome. Solely after a distinctive separation between a city or region and its surroundings the establishment of a brand can be successful (Nasutta, Cordts, 2012).

2.13 The Vienna Tourist Board

The Vienna Tourist Board (VTB) is the official Destination Management Organisation (DMO) for Austria’s capital city, Vienna. The DMO provides additional destination

marketing services to the Viennese tourism industry and was founded in 1955. The representation of the destination Vienna and its touristic interests outside the city’s borders comprise the main activities of the Vienna Tourist Board as the official Destination Management Organisation.

These include issues related to enhancing the overall tourism performance of the city, increasing guest arrivals, providing an innovative tourism landscape as well as advertising aspects. With regard to the VTB’s activities, all offered services and carried out projects are mainly financed through the city’s taxpayers as well as the hotel trade. Almost three quarters of the total budget are generated through the local accommodation tax that comprises 3.2% of net room rates. The city of Vienna contributes to the VTB budget with an additional payment amounting 10% of the total budget. The remaining budget is generated through revenues of the company itself. The DMO employees 118 people overall with almost having 80% women working for the Vienna Tourist Board.

The Vienna Tourist Board operates as a non-profit organisation that emphasises on a good cooperation with its tourism partners in the city to ensure a high quality outcome. In addition to its regular activities as a subsidiary marketing agency for the Viennese tourism industry, the VTB also maintains an information and hotel reservation service for prospective tourists through telephone and email. However, there is also a tourist information office in the heart of the city that is run by the Vienna Tourist Board to provide tourists already visiting Vienna with useful information. Also, there is an additional tourist information office located directly at the Hauptbahnhof Wien.

2.13.1 Strategic Destination Development

All processes concerning the development of the tourism destination Vienna and the related activities in the fields of market and trend research are accurately completed by the department of Strategic Destination Development. Furthermore, the compliment of statistics and other relevant research data including surveys and benchmarking projects are also carried out in this department of the Vienna Tourist Board. There is an annual event for the Viennese tourism industry, where all figures and data concerning the tourism industry are presented, organised by the Strategic

Destination Development office. An emphasis is put on the relevance of partnerships way beyond the tourism industry in Vienna benefitting the Vienna Tourist Board and thus the whole tourism industry in the city simultaneously. Destination strategies and plans belong to the portfolio of this particular VTB office.

2.13.2 Brand Management and Advertisement

All visual displays of the brand Vienna established by the Vienna Tourist Board are created and discussed in the Brand Management and Advertising department of the VTB. The whole Corporate Identity of the company and the brand has its origin in this office, which closely works with the well-known Austrian marketing agency Jung von Matt/Donau. Not only the visual representation of the brand is of importance, even the development of an optical form of the brand is considered. The Imperial Heritage, the Music and Culture of Vienna, the special way of living called “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 Management department also operates an extensive online photo database for its clients. It can be easily accessed through the Internet and portrays the city of Vienna in different angles.

2.13.3 Corporate Public Relations

Within the department of Corporate Public Relations the public representation of the company is considered to be the main task. Statistical information and other issues regarding the Viennese tourism industry are officially presented.

2.13.4 Content Management and Production

All information relevant for the DMO is gathered in the Content Management and Production department. Due to the constantly altering tourism industry in general and in particular in Vienna, the accuracy of data is of high relevance to the Vienna 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 activities as well as Social Media publications are organised within this department.

In addition to research, the department of the Content Management and Production also creates the annually published magazine Vienna Journal. Besides activities referred to journalism work, the department is also in charge of the organisation of the Vienna card, which offers discounts in cultural institutions around the city and free public transport within the city limits of Vienna. Since the Vienna Tourist Board produces great amounts of printed information material, the department is accountable for all processes concerning the production of the material.

2.13.5 Media and Market Management

Within this department of the Vienna Tourist Board most of the visible work is planned and organized. The clustering according to same patterns of the 20 tourism markets worldwide where the Vienna Tourist Board actively operates results in four distinctive so-called “country cluster”. A Market Manager as well as a Media Manager administers each cluster consisting of at least four countries. The Media Management is in charge of welcoming journalists and stakeholders of the media industry to Vienna and offering them an exclusive stay in the city. Besides their work in Vienna, Media Managers travel the world to host press conferences in their respective country to selected media representatives. Furthermore, press trips for journalists coming to Vienna are also coordinated through Media Managers. 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 the number of direct flights to Vienna and is part of a Market Manager’s work. In addition to that, the Vienna Expert Club is also created and organized by the Market Management department serving as a platform for experts of the industry to exchange.

2.13.6 Convention Bureau

Founded in 1969 by the Vienna Chamber of Commerce and the Municipality of Vienna this department specializes in the acquisition of congresses to Vienna. Due to the mostly large number of congress participants, overnight stays related to

congresses comprise 11% of the total number in year 2014. The work and expertise of the Vienna Convention Bureau was awarded by two leading congress organisations ranking Vienna among the top destinations (Vienna Tourist Board, 2015).

2.14 Eurovision Song Contest

2.14.1 The beginning

In 1950 a number of European countries initiated the European Broadcasting Union (EBU) at a conference in Devon, United Kingdom. The exact number of countries participating in the union was 23. Around four years later after the foundation of the EBU the Narcissus Festival was held in Montreux. The broadcast of this particular festival is considered to be a milestone in the history of the Eurovision Song Contest since the European Broadcasting Union decided to launch an international song contest in 1954. The Italian Festival di Sanremo influenced the newly established contest. The big idea behind the Eurovision Song Contest was to create a common spirit among European countries of which one representative singer was sent to the contest, respectively. However, the project of an international live event including multiple countries posed a huge problem concerning the availability of technical equipment and techniques in the 1950s. The success of the TV format is still lasting 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 The rules

The European Broadcasting Union annually establishes a new handbook of rules, which applies to the upcoming Song Contest. Besides limiting the maximum amount of active contestants to 46 EBU members, the host country as well as the five main EBU countries including France, Germany, Italy, Spain and the United Kingdom are automatically qualified for the finale without taking part in the semi-finals. The whole Eurovision Song Contest comprises three live shows, namely two semi-finals and the grand finale. Apart from a voted representative singer of each country, a national jury also needs to be chosen voting in all three shows. With regard to the music performances on stage, the EBU only allows a maximum of six people on stage

while singing a song live and for three minutes only. However, the language or style of the song is totally up to the artist but shall not feature any swear words or political messages (Eurovision.tv, 2016).

2.14.3 Eurovision Song Contest Vienna 2015

In 2014, the Eurovision Song Contest took place in Copenhagen, Denmark. The Austrian Broadcasting Company, which is responsible for sending one contestant to the ESC, sent a controversial drag queen named Conchita Wurst to participate in the competition. Her live performance of her song “Rise like a Phoenix” as well as her message of tolerance and love to Europe made her a favourite to win the ESC 2014. In the finale in Copenhagen, Conchita Wurst won the Eurovision Song Contest 2014 with a total of 290 points, making it the fourth highest result in the history of ESC. Due to the ESC rules of procedure, the victory’s homeland is considered to be the next year’s venue for the annually event. Therefore, Vienna was named the host city of the Eurovision Song Contest in 2015 after Conchita’s victory in Copenhagen a year before (Hadler, 2014). The Wiener Stadthalle was the main venue of the ESC in Vienna 2015 (derStandard.at, 2014).

2.15 Vienna as a brand

Since the global tourism market became a highly competitive market segment over the last couple of years, a creation and implementation of a destination brand is indispensable to ensure recognition in the field and tourist arrivals. Due to the good connectivity between Europe and in particular its capital cities, a diversification of a city benefits the overall tourism industry in the country immensely. The Vienna Tourist Board as the Destination Management Organisation is responsible for the city’s brand management. The provision of accurate data and information of the destination prior to the creation process of a destination brand is crucial. Thus, the VTB conducted a survey in 2009 where the most popular values of the city perceived by tourist were determined. During this brand development process around 11.000 people participated in the market analysis reaching from tourists from the major markets to travel experts in Vienna. The evaluation of the gathered data collection brought five main components of Vienna, which the Vienna Tourist Board builds its branding and marketing on:

• Imperial Heritage • Profusion of Music and Culture • Savoir-vivre • Functional Efficiency • Balance of Urban and Green Areas

These five associations provide the basis for Vienna’s brand development. The unique history of the Austrian capital is reflected in the great architecture in Vienna. The most prominent buildings are considered to be Schönbrunn Palace, the Imperial Palace and the Ringstrasse. In addition to that, each brand component has its own patterns. Imperial Heritage can be associated with terms such as elegant, luxurious and timeless. Since architecture in general plays a major role for tourists when choosing a destination, the emphasis is on diversification of other cities as they also offer great architecture. Apart from its great architecture, Vienna also has a great offer of music and culture. Words such as sensuous, thrilling and ravishing are linked 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” tradition that can be described as a wine tavern. The uniqueness of this 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 transport in Vienna and is extremely appreciated by incoming guests. Furthermore, the fact that Vienna is considered to be one of the safest cities on earth strengthens this brand component by attributes like premium quality, safe and dependable. The Danube Island and the Prater are featured in the brand module “Balance of Urban and Green Areas” since they contribute to Vienna’s perception of being active, green and close to nature.

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 “premium quality”. Those brand modules are present in all marketing channels of the VTB including advertising, visual presences and wording.

2.15.1 Vienna – now or never

The destination brand of the city Vienna has its own slogan saying “now or never”, which is based on the fact that people consider Vienna as a timeless tourist destination to visit, however, do not plan to Vienna in the near future. The incredibly high return visit rate of tourists, namely around 60%, perfectly displays the great potential that Vienna has with regard to returning guests. Regarding both facts, the VTB uses the slogan to attract first-time visitors with the aim of making them a returning tourist. The lettering of Vienna in combination with the “now or never” slogan creates a very simple and visually appealing logo using red and white as the main colours. In addition to that, everything is put into a red square that makes it contemporary. The logo also includes the website’s link.

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 “premium quality” when representing the city through photos. The VTB aims to portray the city as a very multicultural, modern as well as elegant destination. High quality, authenticity and being editorial demonstrate the main requirements for the photos. Besides that, the imperial colour gold is used in all photos displaying the cultural heritage of the city. The golden yellow dominates all pictures either naturally or later edited. Besides the imperial link to used colour, it also stands for a timeless, modern colour (Vienna Tourist Board, 2016).

2.16 Side Events Song Contest Vienna 2015

The supply of a positive destination image is essential for a successful tourism sector of a country. Furthermore, since mega events do promote a distinctive image of a destination and in particular reporting media from such events can be seen as a source of high potential to enhancing an image. Due to the victory of Conchita Wurst 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 coverage due to worldwide broadcasting and interest in singing competitions. Facing

all this, side events of the actual event were organised in order to take advantage of the great media coverage and thus improve the overall image of Vienna. A close cooperation between the Austrian National Broadcasting Company and the Vienna Tourist Board ensured professional side events prior to the main event. A number of public events were organised with high media coverage:

• Eurovision Village at Rathausplatz • Eurovision Nights • Euroclub • Pop meets Opera • Euroart in the MQ • The Nul-Pointers • Trips for free • Eurovision Youth Contest • Eurovisionair

2.16.1 Eurovision Village at Rathausplatz

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 show were part of the offered program there. Due to the LifeBall, which took place only a couple of days before to the start of the Eurovision Village, the original LifeBall stage was also used for the Eurovision Village program. The Eurovision Village was solely organised by the ORF and attracted around 117.000 fans during the week. Additionally, Eurovision Nights were set up in ten different locations around the city and only for the week during the ESC event. In the past, Eurovision Nights were organised for two weeks and in one location only. Due to experiences from last ESC side events, the organisation team decided to emphasise on one week with great contrast of the chosen event venues. This act enabled visitors as well as media representatives to discover multiple event locations and clubs in Vienna. During those nights, even a number of the actual contestants performed live in front of fans and journalists at the club venue.

2.16.2 EUROCLUB

Besides the Eurovision Nights, the famous EUROCLUB took place at the Ottakringer Brauerei, a well-known event venue in Vienna. Due to the 60th birthday of the Eurovision Song Contest, the EUROCLUB featured all 60 winner songs from previous ESCs. The Ottakringer Brauerei as the EUROCLUB served as a great venue for all delegations to organise a private dinner or other events.

2.16.3 POP meets OPERA

A fulminant start of the week of the Eurovision Song Contest 2015 in Vienna was the POP meets OPERA event at the Vienna State Opera. Since the theme of the 60. 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 ESC winner of 2014, Conchita Wurst. The ORF 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 enabled great media coverage of the music event.

2.16.4 Euroart in the MQ – The ESC MQ FURNITURE

The Viennese institution MQ (Museumsquarter) acclaimed international success through its unique mix of offering exceptional culture hot spots and public recreation areas in the middle of the city. The area is characterised by its individual and uniquely shaped furniture. Collaboration between the MQ and the Austrian National Broadcasting Company was established with the idea of creating 40 different designs of the outdoor furniture illustrating the 40 competing countries in the ESC 2015. Since well-established culture institutions of the MQ participated in the process, 40 Austrian artists were invited by them to design the MQ furniture, which was later auctioned for charity.

2.16.5 The Nul-pointers

Another side event was organised at the Leopold Museum, namely, an exhibition only about previous contestants receiving no points in the Eurovision Song Contest.

2.16.6 Trips for free

The Vienna Tourist Board established with the help of ORF an extensive two weeks program for accredited journalists and media representatives reporting from Vienna as well as delegates before the main event of the ESC 2015. With over a hundred organised trips around the city of Vienna, the DMO created the largest side program 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 program had the opportunity to go see musicals and plays at famous theatres. The Vienna Tourist Board launched a website only for this program to provide information to journalists and also to use it as a platform to register for each trip. Furthermore, the website also featured an overview of the week for each participant in order to manage his or her time in Vienna efficiently. The newsletter of the Austrian National Broadcasting Company as well the EBU’s official website featured the link to the Trip for Free website. Due to high demand of photos in a report on Vienna, the Vienna Film Commission organised photo permits of all locations prior to the trip to ensure the best experience for all participants. A total of 2,847 spots were offered during the two weeks where this program took place. With a total capacity 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 participated in the Trips for Free, reported that this extensive program showed him a completely new and different side of Vienna. The Swiss perceived Austria’s capital 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 architecture tour through the city. This tour exceeded his expectations prior to the event. Since the Trips for Free also gave the opportunity to do bungee jumping from

the Danube Tower, Israeli Zohar Rashit, editor in chief of the medium Zman Haifa, called it a once in lifetime experience (Side Events Report, 2015).

3 Methodology

The impact of media releases during the Eurovision Song Contest 2015 on the image 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 collection of relevant articles published during the Song Contest and general media coverage on Vienna in late 2014 and 2015, a content analysis of the gathered articles is conducted. With a content analysis of the given articles, the image of Vienna was critically assessed through searching for words or special descriptions that describe the tourism destination Vienna. Apart from the analysis, the five main attributes of the Vienna Tourist Board established for the brand Vienna were compared and matched to the words and descriptions used in the articles. As a consequence, 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 the media management department at the VTB was critically analysed with regard to the findings of the analysis. General media coverage on Vienna and specific articles about the Eurovision Song Contest and 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 Vienna and pictures featuring historic attractions of the city.

4 Analysis

4.1 Analysis of media releases related to the Eurovision Song Contest 2015

Due to great potential of high-class media coverage during the mega event Eurovision Song Contest 2015, the official Destination Management Organisation, the Vienna Tourist Board, ensured through a close cooperation with 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 Contest comprised a main part of VTB’s press related work, articles featuring the ESC are featured as well. Austria’s 2014 victory of the competition, Conchita Wurst, is promoted in a lot of articles due to her unique appearance but also due to her high profile.

(1) Mit Conchita Wurst durch Wien, Bild (2) Wien beeindruckt mit Top-Wein und Song-Contest, Rheinische Post (3) Typische Wiener trifft man in der Straßenbahn, Die Welt (4) Conchita Wrust on Vienna, The Guardian (5) A change of tune in Vienna, The Guardian (6) Conchita Wurst’s guide to Vienna, Jet away (7) Butler, Bohnen und Boutiquen, Sonntagszeitung (8) Discover Vienna: ViennaSphere kicks off in Barcelona, ESC Today (9) Discover Vienna: More than 80 free trips for accredited persons, ESC Today (10) Discover Vienna: Consuming with a conscience, ESC Today (11) Discover Vienna: The transport in the host city, ESC Today (12) Discover Vienna: The Spanish riding school, ESC Today (13) Oh Vienna: observations from the 60th Eurovision Song Contest, Financial Times (14) Wien: 8 Punkte, Die Zeit Online (15) The Austrian capital will host the Eurovision Song Contest this year…here are six things you must do in Vienna once the show is over, Daily Mail (16) Vienna: Europe’s favourite gay city even before Conchita Wurst’s Eurovision win, Traveller (17) Oh, Vienna!, Woman’s Day Magazine (18) The Voice of Vienna, Scandinavian Traveller

Media coverage during the Eurovision Song Contest 2015 or articles prior to the event in Vienna are characterised by equally publishing photos of historic Viennese 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 facets of the city are shown. Pictures of the interior of well-designed restaurants are commonly used displaying a fresh side of Austria’s capital. Also, photos showing the skyline of Vienna create a modern impression of Vienna. Photos of historic Viennese 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 Vienna and completely resign pictures of commonly known historic attractions. The same finding applies to articles only featuring photos of historic Viennese attractions, namely five out of nine examples. Consequently, four articles related to the Eurovision Song Contest 2015 contain both photos of historic Viennese

attractions as well as photos of urban and young Vienna. A total of four articles do not include photos of either pattern. Additionally, six out of 18 articles provide a photo of Austrian artist Conchita Wurst. Three of the six articles also include photos of new and old Vienna making it an article with a wide array of covered topics.

Concerning topics in most articles, Vienna’s great imperial heritage is primarily mentioned followed by its profusion of music and culture. The Viennese savoir-vivre comes third. Vienna’s other brand components, functional efficiency and balance of urban and green areas, are barely considered in the coverage of Vienna as a destination linked to the Eurovision Song Contest 2015. Due to Ringstrasse’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 category of profusion of music and culture. Viennese coffeehouses are considered as very traditional and a typical Viennese institution to visit. Functional efficiency in Vienna was only once mentioned in the article “Discover Vienna: The transport in the host city” published on ESC today, which informed ESC guests of the public transport in Vienna.

4.2 Analysis of general media coverage 2014/2015

(1) 3D Images of Vienna to be projected on to Sydney Opera House for tourism boost, Daily Telegraph (2) Sydney Symphony Orcherstra performance projected onto Opera House in Vienna salute, Sydney Morning Herald (3) Vienna, Australia: Polaroid photo walking tour, The Sun-Herald Traveller (4) The Ringstrasse cycle, The Sydney Morning Herald Saturday (5) Walking in Circles, International Traveller (6) Give Mum a Ring, CEO Lifestyle (7) Es lebe der Boulevard!, Die Zeit (8) Die schwarze Stadt, SZ Magazin (9) Zimmer mit Weitblick, Süddeutsche Zeitung (10) Ein Ring, sie zu beeindrucken, Augsburger Allgemeine (11) Alles dreht sich um den Ring, Gate to Travel (12) Wo Paläste Spalier stehen, Fränkischer Tag (13) Ein Wochenende in Wien, Roadbike (14) Vienna: the cultural capital comes of age, The Telegraph (15) Fabulous goes to … Vienna, Fabulous Magazine (16) A weekend away in Vienna, London Evening Standard (17) The big weekend Vienna, Sunday Times (18) Waltz to a new beat, Ultratravel (19) Lords of the Ring, Easyjet Traveller (20) Postcard from Vienna, Financial Times (21) Shake Rattle & Roll, Condé Nast Traveller (22) 48 hours in Vienna, The Independent (23) More and more Indians now head to Vienna (24) Vienna calling Indians: Top reasons to visit the Austrian capital (25) Boulevard of beautiful dreams, Mid Day (26) Ringa Ringa Road, Outlook Traveller (27) A spin around Vienna, Royal Wings (28) Very slow food: Viennese snail farm welcomes visitors, Toronto Sun/Calgary Sun/Ottawa Sun (29) Quietly queering Vienna, Daily Xtra (30) Finding Gemütlichkeit in Vienna, Mercedes Benz Magazine

(31) Eine Zeit-Reise durch Wien, Kronen Zeitung Bunt (32) Prachtstrasse der Wiener, Mobil Wien (33) Der schönste Boulevard der Welt, Skylines (34) Vienna Calling, Reise akutell (35) Inside Vienna, Gourmetreise (36) Du Stadt meiner Träume, Blick am Abend (37) Wie sollen wir in Zukunft zusammenleben?, Sonntagszeitung (38) Am Hof und unter Hipsters, SI Grün (39) Weltverbesserung, NZZ (40) Vienna is one of the most civilized cities in Europe, Huffington Post (41) Dessert storm: How to sink your teeth in Austria’s best cakes, CNN.com (42) Vienna’s Ringstrasse: Lord of the ring roads celebrates 150 years, CNN.com (43) Vienna: Kartnerstrasse, Graben and Kohlmarkt, New York Times (44) 36 hours: Vienna, New York Times (45) Gay Travel: How to Spend a Relaxing Weekend in Vienna, Towleroad (46) Vienna’s moment, AFAR (47) Viennese Waltz, Bergdorf Goodman (48) Divine Vienna, Curve Magazine

In contrast to media coverage related to the ESC 2015, there is a significant difference in publications of photos showing historical attractions and urban places of Austria’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, namely nineteen. As a result, fifteen out of 48 analysed articles contain both photos 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 patterns of either old or new Vienna. As a conclusion, most articles feature solely photos of historic Viennese attractions, followed by publications with both types of photos. One sixth of all analysed articles contain only pictures of modern Vienna.

Unsurprisingly, photos of Austrian drag queen Conchita Wurst are not included in all 48 analysed articles. With regard to the established brand values as a destination, imperial heritage is also the primary topic for general media 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 preferably discuss Vienna’s rich heritage. Not only its imperial heritage, but also its savoir-vivre as well as coffeehouse culture can be considered as a favourable topic for US readers. In contrast, articles published in UK newspapers or magazines barely mention Vienna’s imperial history and purely report on Vienna’s new and modern facet. Consequently, profusion of music and culture comes closely after the imperial heritage as a topic. Additionally, Vienna’s savoir-vivre is relatively often discussed in 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 to mentioning the significant amount of wine yards within the city limits. Since journalists prefer unique and curious topics, the fact of Vienna’s wine production within its city limits is often discussed.

4.3 Photo description

4.3.1 Photos of urban and young Vienna

©Photographer unknown 1, Publication: Gourmetreise

The colours of the photo immediately give the reader the impression of something contemporary and modern due to is bright and neon tone. In addition to that, 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, the fancy building of restaurant Motto am Fluss can be noticed. Overall, the colours and shown buildings portray a modern facet of Austria’s capital, Vienna.

©Photographer unknown 2, Publication: Ultratravel

Also, the colourful courtyard furniture at MuseumsQuartier Wien embraces modern aspects of the city. Although there is an historic building in the back of the photo, young people and the design furniture suggest an urban side of Vienna.

©Photographer unknown 3, Publication: Scandinavian Traveller

There is a preference of including new gastronomy concepts in articles featuring contemporary Vienna. Thus, a lot of interior shots of well-designed restaurants can be found in those publications. Here, a photo of the restaurant ON-market located on Naschmarkt communicates an urban image of Vienna.

4.3.2 Photos of historic Viennese attractions

©Photographer unknown 4, Publication: Woman’s Day Magazine

The use of yellow and gold colour tones immediately triggers the feeling of royalty and imperial heritage. The impressive building on the photo, the Imperial Palace, perfectly illustrates an example of Vienna’s imperial heritage and thus a photo of historic Viennese attractions.

©Photographer unknown 5, Publication: AFAR

An interior shot of the Belvedere Palace in Vienna rich in ceiling décor and impressive windows also portrays an historic facet of Vienna. The imperial heritage seen in this photo makes it an example for the category “Photos of historic Viennese attractions”.

©Photographer unknown 6, Publication: Skyline

A traditional horse drawn carriage can be seen in the front of the photo. The Vienna State Opera blazed in daylight in the background makes it a photo of historic Viennese attractions.

5 Conclusion

Due to high competition in the tourism sector between destinations, distinction becomes crucial in order to achieve an excellent performance with regard to tourism in a destination. In particular cities are confronted with competitors offering similar 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. Modules as imperial heritage, profusion of music and culture, savoir-vivre, functional efficiency and balance between urban and green areas serve as the brand foundation. The DMO builds on these values in all marketing activities. Due to extremely high costs of marketing activities, less costly communication channels are vital for the DMO in order to reach potential tourists effectively. Media is considered 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. Regarding this, Destination Management Organisations need to face the opportunity in media to provide information to readers that influence the formation of a destination image in a positive manner. As a result of Austrian drag queen Conchita Wurst’s victory at the Eurovision Song Contest 2014 in Copenhagen, Vienna was the host city of the music event in 2015. The Vienna Tourist Board closely cooperated with media representatives prior to the event in order to guarantee international media coverage about Vienna in combination with the Eurovision Song Contest 2015. The analysis of media releases enabled a deeper insight into what topics are covered in a publication featuring the Eurovision Song Contest. The careful evaluation of each article’s content and its covered topics brought an overview of how media introduces a destination image. A powerful selection of photos for media coverage can immensely support a destination image, however, if the shown pictures do not conform to destination brand’s elements, it can also harm branding 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 Song Contest 2015, half of the published articles contain photos of urban and young

Vienna. General media coverage in 2014/2015, however, especially contains photos of historic buildings. Another significant finding is although nearly every article features Vienna’s imperial past, some publications solely feature photos of young and urban Vienna. With regard to the five brand values, imperial heritage is by far the most mentioned brand element of Vienna. Since it is considered as one of 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 profusion of music and culture and savoir-vivre. Due to the city’s fame as the capital 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 Song Contest 2015 is not the primary 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 components can be considered as a guideline for the DMO’s work, it is not clear if media coverage is desired for all brand aspects. However, the VTB did not manage to promote the brand elements functional efficiency and balance of urban and green areas in the same manner as other brand elements. There is a lack of 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, functional efficiency and balance between urban and green areas are aspects that can be mainly perceived at the destination itself and not prior to its visit. Another interesting finding of the analysis constitutes the great emphasis on Vienna’s restaurant scene. New restaurant concepts as well as long established coffeehouses can be found in articles about Vienna. All articles published with Vienna as a topic serve as an influencer of Vienna’s image as a tourist destination. Although, imperial heritage is the most mentioned brand element of Vienna, the unequal coverage of the brand values reveals space for improvement with regard to communicating a destination image and destination brand elements through media.

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Appendices

Appendix 1

Analysis of media during the Eurovision Song Contest 2015 in Vienna Publication: Bild Country: Germany Title: Mit Conchita durch Wien Date: 13.05.2015 Circulation: 480.000

The article features tips from Austrian drag queen Conchita Wurst on what to do when coming to Vienna. Besides that, a historical overview of the city’s past is also part of it.

Publication: Rheinische Post Country: Germany Title: Wien beeindruckt mit Top-Wein und Song-Contest Date: 13.05.2015 Circulation: 336.216

The headline of the article mentions Vienna’s wine production and the Eurovision Song Contest. A big picture showing wine yards and skyscrapers is placed in the middle of the article. Additionally, a smaller photo of a famous Viennese coffee house is at the bottom of the page. Apart from the main 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

the page provides useful information regarding the Eurovision Song Contest in Vienna.

Publication: Die Welt Country: Germany Title: “Typische Wiener trifft man in der Straßenbahn” Date: 16.05.2015 Circulation: 200.577

An interview with Eurovision Song Contest winner of 2014, Conchita Wurst, is printed in this article. All the posed questions concern Vienna its stereotypes as well as dos and don’t’s for tourists that are perfectly answered by the singer. Besides general questions, personal tips and favourite spots from the Austrian drag queen are featured in the printed interview. A relatively big photo of Conchita Wurst in the famous Imperial Crypt is placed in the middle of the German publication.

Publication: The Guardian Country: Great Britain Title: Conchita Wurst on Vienna Date: 17.04.2015 Circulation: 6.165.000 unique visitors per month

The column published online on The Guardian mainly consists of Conchita Wurst’s personal reflection on the city of Vienna. A great emphasis is placed on Vienna’s gay culture and how the city’s institutions and personalities influenced Conchita as an artist. Besides homosexual topics, the drag queen also shares her favourite spots in the city. A total of three pictures comprise nearly half the page. The head photo shows the Austrian singer at her victory in Copenhagen in 2014. The world famous hotel Sacher and the Cuban Mojito Bar are presented in the other two pictures in the online article.

Publication: The Guardian Country: Great Britain Title: A change of tune in Vienna Date: 23.05.2015 Circulation: 178.758, 6.165.000 unique visitors per month

A perfect example for putting Vienna in a different spotlight apart from its typical image was achieved through this article published in The Guardian in cooperation with the Vienna Tourist Board. Starting off with the article’s title, A change of tune in Vienna, already inform the newspaper’s reader that a different side of the city is featured in the article. The choice of photos in the article perfectly displays the idea behind the article to report from Vienna besides its famous mainstream tourist attractions as the Schönbrunn Palace or the St. Stephan’s Cathedral. Also, the queer scene of Austria’s capital is prominently promoted due to a big and bold comment in exclamation marks. In addition to the queer hot spots, a big section of the article is dedicated to Vienna’s charity hotel magDas. This particular hotel employs refugees from all over the world. A photo of a receptionist supports the coverage of the hotel. Additional two photos at the top of the article display another modern hotel room. The other photo shows a young girl sitting outside a coffee house.

Publication: Jet away Country: Great Britain Title: Conchita Wurst’s guide to Vienna Date: February 2015 Circulation: 100.000

A very bright and colourful photo collection of young and urban Vienna comprises basically half of the article published in Jet away. The main focus is on Conchita Wurst since she is the central character in the article talking about her tips in Vienna. The topic’s covered by Wurst comprise primarily

historic and traditional tourist attractions as the Art History Museum. Concerning the selection of photos in article, four women with a Conchita Wurst mask are in the photos. Apart from Conchita Wurst imitations, the Art History museums as well as the Natural History museum and some exhibits of the museums can be seen in the selected photos. Furthermore, pictures of the Albertina and the restaurant Motto am Fluss are printed in Jet away’s publication. A nice view of the city of Vienna is under the picked photos for the article about Vienna and the Eurovision Song Contest. Certainly, the moment when Austrian singer Conchita Wurst performed at the Eurovision Song Contest 2014 and a photo with her wearing a hat are also featured in the article.

Publication: Sonntagszeitung Country: Switzerland Title: Butler, Bohnen und Boutiquen 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. In contrast to other publications concerning the ESC 2015 in Vienna, this particular article deals differently with the topic and mentions it solely as a one reason why Vienna welcomes celebrities and other artists, which constitute an increase in potential customers in the high-class segment. Although there are four cultured pictures on the article’s page and one map of Vienna’s first district, not even one photo has a direct link to the mega event ESC taking place in Vienna. The Bank, Park Hyatt’s restaurant and Hotel Imperial’s lobby are displayed in the photos. In addition to hotels, one photo of the shopping street Kohlmarkt and one photo of a Viennese shoemaker Markus Scheer can be found on the page as well.

Publication: ESC Today Country: International Title: Discover Vienna: ViennaSphere kicks off in Barcelona Discover Vienna: More than 80 free trips for accredited persons Discover Vienna: Consuming with a conscience Discover Vienna: The transport in the host city Discover Vienna: The Spanish Riding School Date: 18.03.2015, 28.04.2015, 11.05.2015, 02.04.2015, 08.05.2015 Circulation: 4.616.850 page impressions per month

A close cooperation between the Vienna Tourist Board and Online Newspaper ESC Today enabled a great variety of topics with regard to published articles about the Eurovision Song Conest host city Vienna on ESC Today. Due to being an online news channel, many photos are included in the media coverage about Vienna on ESC Today. Although the first article mainly covers marketing activities from the Vienna Tourist Boards in multiple European cities, all the other online reports from the city contain photos directly linked to Vienna and its tourist attractions or monuments. 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’s eco-friendly side contains various photos of urban rooms and thus projects a young and fresh image of Vienna. Additionally, ESC themed pictures also

Publication: Financial Times Online Country: International Title: Oh Vienna: observations from the 60th Eurovision Song Contest Date: 29.05.2015

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

An unusual aspect of Vienna is discussed in this Financial Times article where Vienna and its outrageous history is addressed. Well-known personalities as painter Gustav Klimt and psychoanalyst Freud are linked to Vienna’s extravagant addiction to society scandals. The author associates Conchita Wurst with Vienna’s past as nothing unexpected due to the city’s scandalous history.

Publication: Die Zeit Online Country: Germany Title: Wien: 8 Punkte Date: 21.05.2015 Circulation: 6.210.000 unique visitors per month 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 article do not contain a typical monument. In addition to tips what to do in Vienna, only one photo of a monkey completes the online article.

Publication: Daily Mail Country: Great Britain Title: The Austrian capital will host the Eurovision Song Contest this year…here are six things you must do in Vienna once the show is over 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

A total of six different tips for a Vienna visit are defined in the article of the Daily 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’s favourite gay city even before Conchita Wurst’s Eurovision 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’s Day Magazine Country: Australia Title: Oh, Vienna! Date: 25.05.2015 Circulation: 328.053

A general impression of Vienna, considering both historical as well as young aspects are part of this article published by Woman’s Day Magazine. This particular publication perfectly displays the traditional and urban characteristics of Austria’s capital city. Additionally, a great amount of photos supplements the article in a very chic way. Regarding the selection of pictures, a good mix of old and new Vienna is guaranteed. Furthermore, the Eurovision Song Contest is linked as the main platform where Vienna and in particular Conchita Wurst displayed a new and modern side of the city.

Publication: Scandinavian Traveller Country: Sweden

Title: The Voice of Vienna Date: 05/2015 Circulation: 80.000, 100.000 unique visitors per month

A young and fresh side of Vienna is presented in the article also addressing Vienna as the host city of the Eurovision Song Contest 2015.

Analysis of media during 2015 covering only Vienna as a destination

Publication: Daily Telegraph Country: Australia Title: 3D Images of Vienna to be projected on to Sydney Opera House for tourism boost Date: 16.01.2015 Circulation: 6.453.600 unique visitors per month

The article covers intentions of the Vienna Tourist Board to increase Australian tourist’s stay in Vienna by a unique projection of Vienna images on Sydney Opera House. Three photos of the event are included in the article, showing mainly historical Viennese attractions.

Publication: Sydney Morning Herald Country: Australia Title: Sydney Symphony Orcherstra performance projected onto Opera House in Vienna salute Date: 13.01.2015 Circulation: 3.125.000 unique visitors per month

The cooperation between the Vienna Tourist Board and the Sydney Symphony Orchestra are discussed in the Sydney Moring Herald article. Vienna is declared as the city of music and also its beautiful architecture is mentioned. The main photo contains the Sydney Opera with a projection on it.

Publication: The Sun-Herald Traveller Country: Australia Title: Vienna, Australia: Polaroid photo walking tour Date: 12.11.2014 Circulation: 1.119.000 unique visitors per month

A focus is put on a Polaroid tour through urban Vienna. The author explains her interest and love for instant photos since it is more about feeling the moment rather than taking lots of photos. Vienna’s urban and young side is featured in the article. The five photos featured primarily comprise shots of urban Vienna.

Publication: The Sydney Morning Herald Saturday Country: Australia Title: The Ringstrasse cycle 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 glance underlines the article in a very sophisticated way. A section about the best seats in town is also part of the publication.

Publication: International Traveller Country: Australia Title: Walking in Circles Date: 03/2015 Circulation: 35.000, 25.000 unique visitors per month

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

buildings along the Ringstrasse boulevard are described and equipped with a photo, respectively.

Publication: CEO Lifestyle Country: Australia Title: Give Mum a Ring 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 monuments and buildings can be seen on the article’s page in the CEO Lifestyle. A special feature is dedicated to the Hotel Imperial located on the famous Ringstrasse. Towards the end of the article, Vienna Airport’s new terminal is also covered in the publication.

Publication: Die Zeit Country: Germany Title: Es lebe der Boulvard! Date: 30.04.2015 Circulation: 507.731, 6.120.000 unique visitors per month

The early beginnings of the construction phase of the Ringstrasse Boulevard, which was mainly funded by Jewish tradesmen, are the publication’s predominant topic. A detailed story about the history behind several buildings on the boulevard comprises the main part of the article. The imperial heritage of Vienna is the exclusive topic of the article.

Publication: SZ Magazin Country: Germany Title: Die schwarze Stadt

Date: 17.04.2015 Circulation: 420.000

A dedication to the film The Third Man is the subject of the article published in the SZ Magazin. The story of the film and its affects on Vienna are discussed and the author also shares his own experiences when participating The Third Man tour in Vienna’s canalisation.

Publication: Süddeutsche Zeitung Country: Germany Title: Zimmer mit Weitblick 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 photos of inside the hotel enable the reader to picture the urban atmosphere at the hotel as well as Vienna’s new spirit.

Publication: Augsburger Allgemeine Country: Germany Title: Ein Ring, sie zu beeindrucken 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 information to its impact on the city. Photos of nearly all buildings on the Ringstrasse are placed on the article’s page in the Augsburger Allgemeine.

Publication: Gate to Travel Country: Germany Title: Alles dreht sich um den Ring Date: Summer 2015 Circulation: 50.000

An impressive collage of Vienna and its beautiful buildings, restaurants and other must-sees are featured in this extraordinarily long article about Austria’s capital. The article comprises insights in Vienna’s historical side as well as its modern and urban facet. Numerous hotels, restaurants, cafés and hotspots are described in detail and supplemented by a variety of photos. The article can be considered as the perfect guide for a trip to Vienna.

Publication: Fränkischer Tag Country: Germany Title: Wo Paläste Spalier stehen Date: 01.05.2015 Circulation: 46.243

Vienna’s boulevard, the Ringstrasse as a topic amounts for most of the article. Additionally, Vienna’s savoir-vivre namely its Coffeehouse culture are mentioned in the publication.

Publication: Roadbike Country: Germany Title: Ein Wochenende in Wien 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 culture and Vienna’s imperial heritage are still introduced in the article of the sports

magazine. Furthermore, a number of hotspots are also included as well as tips in Vienna for racing bicyclist.

Publication: The Telegraph Country: Great Britain Title: Vienna: the cultural capital comes of age Date: 23.03.2015 Circulation: 7.412.000 unique visitors per month

In this article, the author talks about Vienna and its change from being an old and conservative one into a cosmopolitan and vibrant city. The journalist also talks about her personal trip to Vienna and new hotspots around the city. Seven photos of the Austrian capital supplement the whole article.

Publication: Fabulous Magazine Country: Great Britain Title: Fabulous goes to … 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 – drink and supports the article with four photos portraying old and new Vienna.

Publication: London Evening Standard Country: Great Britain Title: A weekend away in Vienna Date: 11.08.2015 Circulation: 887.516, 918.000 unique visitors per month

The article displays a very contemporary side of Vienna covering Viennese wine production and restaurant scene among other tips in the city. Particularly the 25hours hotel at Museumsquartier is highly promoted.

Publication: Sunday Times Country: Great Britain Title: The big weekend Vienna Date: 28.06.2015 Circulation: 764.562, 317.033 unique visitors per month

The emphasis is primarily put on modern and contemporary Vienna. However, main tourist attractions are still covered in the article besides urban hotspots in the city. A nice selection of both modern and traditional Vienna photos supplements the page.

Publication: Ultratravel Country: Great Britain Title: Waltz to a new beat Date: Spring 2015 Circulation: 600.000

Vienna’s transformation into a vibrant city is discussed in this article. Another interesting fact is the mentioning of Vienna’s big migrant population with regard to its gastronomy.

Publication: Easyjet Traveller Country: Great Britain Title: Lords of the Ring Date: 03.2015 Circulation: 250.000

The publication in the Easyjet Traveller solely contains Vienna’s Ringstrasse and institutions located on the boulevard. A bright yellow as background and colourful drawings complete the article.

Publication: Financial Times Country: Great Britain Title: Postcard from Vienna 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 Financial Times.

Publication: Condé Nast Traveller Country: Great Britain Title: Shake Rattle & Roll Date: 01.2015 Circulation: 78.028, 270.000 unique visitors per month

Very big media coverage was guaranteed in the publication of Condé Nast Traveller about Vienna’s new image as a cosmopolitan city. Photos of solely young and urban Vienna comprise nearly half of the article enabling the reader to dive into Vienna easily.

Publication: The Independent Country: Great Britain Title: 48 hours in Vienna Date: 12.09.2015 Circulation: 57.015

New flight routes from the UK to Vienna are discussed in the article. In addition to that, a city map besides other photos from the city are included in the publication.

Publication: zeenews.india.com Country: India Title: More and more Indians now head to Vienna Date: 18.02.2015 Circulation: 43.141.625 unique visitors per month

The increase of Indian tourists in Vienna is subject of the article. Also, segments of an interview with the Vienna Tourist Board are included. One head photo with the town hall and a horse drawn carriage completes the online publication.

Publication: sify.com Country: India Title: Vienna calling Indians: Top reasons to visit the Austrian capital Date: 21.04.2015 Circulation: 37.500.000 unique visitors per month

Since Vienna is considered as a booming destination for Indians according to the article, several attractions in the city are introduced to the reader. Not only specific institutions are mentioned, also, background information of Vienna is explained in the online article.

Publication: Mid Day Country: India Title: Boulevard of beautiful dreams Date: 09.03.2015 Circulation: 140.000

A couple of institutions located along the Ringstrasse are portrayed in this particular article, celebrating the boulevards 150th birthday. Each section contains a photo of the discussed building.

Publication: Outlook Traveller Country: India Title: Ringa Ringa Road Date: 05.2015 Circulation: 70.000

Vienna’s imperial heritage and also its own wine yards within the city limits are subjects in this publication. Furthermore, the Ringstrasse and its buildings are also discussed. In addition to that, a special section for useful information for incoming tourists is provided in the Indian publication.

Publication: Royal Wings Country: Jordan Title: A spin around Vienna 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 Vienna works as the head photo of the article. A shot of urban restaurant Motto am Fluss is included in the article as well.

Publication: Toronto Sun/Calgary Sun/Ottawa Sun Country: Canada Title: Very slow food: Viennese snail farm welcomes visitors Date: 22.07.2015 Circulation in total: 1.970.000 unique visitors per month

A snail farm in Vienna is prominently featured in the Canadian publication. Vienna’s restaurant scene picking up the new trend is covered as well. Furthermore, Vienna’s own wine production is also mentioned.

Publication: Daily Xtra Country: Canada Title: Quietly queering Vienna

Date: 07.08.2015 Circulation: 150.000 unique visitors per month

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 attractions in Vienna, the balance between urban and green areas is mentioned. And the Viennese food scene is also topic in the online publication.

Publication: Mercedes Benz Magazine Country: Canada Title: Finding Gemütlichkeit in Vienna Date: Winter 2014 Circulation: 80.000

Nearly all of the city’s brand attributes established by the Vienna Tourist Board are covered in this particular article. Only the functional efficiency is not directly mentioned. The author wrote about her own experiences while visiting Vienna and provided interesting background information for readers. Not only written text, fifteen photos of Vienna can be found in the publication.

Publication: Kronen Zeitung Bunt Country: Austria Title: Eine Zeit-Reise durch Wien

Date: 22.03.2015 Circulation: 1.301.908

The newly opened Hauptbahnhof and its neighbourhood is the primary topic in the article of the Austrian newspaper. An historical overview of the area and facts from the Hauptbahnhof are also provided in the article. Photos, both showing old as wel as new Vienna, supplement the publication.

Publication: Mobil Wien Country: Austria Title: Prachtstrasse der Wiener 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. An emphasis is put on current exhibitions in the city and supplemented by various photos.

Publication: Skylines Country: Austria Title: Der schönste Boulevard der Welt Date: 03/2015 Circulation: 110.000

The Austrian Airline magazine dedicated a couple of pages to the 150th birthday of the Viennese Ringstrasse and its institutions located along the street. A few buildings are picked and shortly described as well as equipped with a photo.

Publication: Reise aktuell Country: Austria

Title: Vienna calling 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 also mentioned. Besides that, the history of the Viennese boulevard, the Ringstrasse, is covered as well.

Publication: Gourmetreise Country: Austria Title: Insdie Wien Date: Spring 2015 Circulation: 20.000

The Gourmetreise magazine dedicated the publication primarily to the urban and contemporary side of Vienna. New concepts in the city and trendy restaurants and hotspots are presented in the article. A well-designed layout including a lot of photos of the mentioned places as well as portrays of two Viennese men. Despite talking about Vienna’s new facet, traditional tourist attractions are also mentioned.

Publication: Blick am Abend Country: Switzerland Title: Du Stadt meiner Träume Date: 05.12.2014 Circulation: 284.771

Vienna during Christmas time and its many Christmas markets are featured in the Swiss article. Five photos support the article showing Rathausplatz with a big Christmas market.

Publication: Sonntagszeitung Country: Switzerland Title: Wie sollen wir in Zukunft zusammenleben? Date: 26.07.2015 Circulation: 201.738

The focus in this article is on Vienna’s art scene and in particular on the newly established Vienna Biennale. A photo of Hotel magdas’ lobby and a picture of an art installation serve as the header on the article’s page.

Publication: SI Grün Country: Switzerland Title: Wien: Am Hof und unter Hipsters Date: 03.08.2015 Circulation: 186.197

The article covers Vienna’s hotspots and must-sees besides its imperial heritage and other mainstream tourist attractions. Selected restaurants and other institutions are portrayed. Furthermore, photos of only contemporary facets of the city are selected for this article.

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 detailed description of the Vienna Biennale.

Publication: Huffington Post Country: USA Title: Vienna is one of the most civilized cities in Europe 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 supplement the publication, which also assess Vienna with regard to its high position in quality of life rankings.

Publication: CNN.com Country: USA Title: Dessert storm: How to sink your teeth in Austria’s best cakes Date: 02.04.2015 Circulation: 25.000.000 unique visitors per month

The publication on CNN.com is primarily dedicated to Austria’s baking tradition and in particular to Vienna’s fame for its sweets. Besides the famous Sachertorte other hotels also created their own desserts.

Publication: CNN.com Country: USA Title: Vienna’s Ringstrasse: Lord of the ring roads celebrates 150 years Date: 23.04.2015 Circulation: 25.000.000 unique visitors per month

The 150th birthday of the Ringstrasse serves as the main topic for this publication on CNN.com. Selected attractions along the road are described. Furthermore, four photos of historical buildings in Vienna complete the page.

Publication: New York Times Country: USA Title: Vienna: Kartnerstasse, Graben and Kohlmarkt Date: 19.04.2015 Circulation: 2.022.850, 16.939.851 unique visitors per month

Vienna’s first district and its shopping area are covered in the article published in the New York Times. A shot of St. Stephan’s Cathedral and the modern Haas Haus perfectly show a mix of new and old Vienna.

Publication: New York Times Country: USA Title: 36hours: Vienna Date: 04.01.2015 Circulation: 2.022.850, 16.939.851 unique visitors per month

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 galleries are also contained. All photos on the page solely feature contemporary and stylish Vienna. A city map is also part of the article.

Publication: Towlerroad Country: USA Title: Gay Travel: How to Spend a Relaxing Weekend in Vienna Date: 17.07.2015 Circulation: 750.000 unique visitors per month

The article mainly covers mainstream tourist attractions in Vienna. A total of thirteen photos complete the online publication.

Publication: AFAR Country: USA Title: Vienna’s moment Date: 01/2015 Circulation: 265.000, 750.000 unique visitors per month

An extensive coverage about Vienna’s music scene and savoir-vivre is published in the magazine. Detailed information about its music history is provided.

Publication: Bergdorf Goodman Country: USA Title: Viennese Waltz Date: Summer 2015 Circulation: 180.000

A nice overview of must-sees in Vienna from restaurants to galleries or wine yards is displayed in the article. Furthermore, the wine production in Vienna is also prominently featured. Photos both show a new facet as well as historic buildings in Vienna.

Publication: Curve Magazine Country: USA Title: Divine Vienna Date: Winter 2014 Circulation: 59.492, 250.500 unique visitors per month

The article is divided into several sections. Accommodation, restaurants and tips for a cultural tourist program are three of them. The fourth section features queer life in Vienna and important gay personalities from the past.