Targeted media engagement supporting destination positioning and high-value industry networking
To position Vienna as a vibrant, contemporary destination for business events by creating an immersive experience that differentiated the brand in a highly competitive UK meetings market.
Axis created and delivered an experiential event centred on Vienna’s annual theme, “Heartbeat Streets,” spotlighting the city’s vibrant multicultural identity and dynamic urban spirit. The event inspired UK meeting planners through immersive storytelling and offered a memorable platform for local partners to showcase their offerings.
To bring the theme to life, Axis sourced a venue aligned with the campaign and transformed it using 270-degree video projection and bespoke AV content. Working closely with destination partners, the team produced creative content and integrated interactive elements—including a themed graffiti workshop and live entertainment inspired by Vienna’s rich musical heritage. Axis managed all aspects of concept development, planning, negotiation, and on-site execution.
Results
- Hosted 60 qualified UK meeting planners and European association representatives.
- Delivered a fully immersive, branded event experience aligned with Vienna’s annual campaign theme.
- Delivered 63 qualifieProvided a high-profile platform for five local partners to showcase their products and services.d media and industry attendees at the showcase event.
- Received highly positive feedback from attendees and industry stakeholders, highlighting the event’s creativity and effectiveness.
The event successfully positioned Vienna as a creative, contemporary meetings destination and strengthened engagement with high-value UK business event planners.
