Discover × Utah - art campaign in Frankfurt city center
Eurowings Discover meets Utah
Since May 2022, Eurowings Discover has been offering the only direct connection from the DACH region to Salt Lake City in the US state of Utah. To mark the launch of this new route, we created an art campaign for Discover in Frankfurt city center in cooperation with Harwardt Marketing on behalf of the Utah Office of Tourism. On the Roßmarkt in Frankfurt, Frankfurt street artist Justus Becker, also known as COR, created a 3x3 meter cube over the course of several days. The connection between Frankfurt and the new destination was established through the art aspect, as Salt Lake City has a variety of works to offer with over 80 murals and art installations. The live painting in Frankfurt was held under the motto #DiscoverUtah was intended to serve as inspiration and also arouse people's curiosity about the new destination.
Spotlight on
The art campaign played into the fundamental goal of creating continuous experiences around Eurowings Discover. Thanks to a target group-oriented concept, the current measures were integrated into a long-term campaign that goes beyond the mere promotion of the new destination, using social media marketing and influencers to inform connected communities about the live painting and the new direct connection as part of typical elements of classic communication. Following on from this, Eurowings Discover and the Utah Office of Tourism launched a competition via social channels to give away flight tickets, and the finished artwork was presented at a B2B evening event at the Maindock in Frankfurt to celebrate the new flight connection. The event was accompanied by discussions and extended by culinary delights and further live streaming art by Justus Becker.
Eurowings Discover becomes an experience
In addition to these measures, the art campaign was also part of the aforementioned Eurowings Discover umbrella campaign. The designed cube also reappeared at the Discover Night Market, a follow-up event for the B2B sector, and was thus integrated into a series of regular brand experiences.
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