Winter Is Over: Kicking Off Garden Summer 2019

There's a piece of Westeros in Austria too. It's not only fans of HBO's "Game of Thrones" who get their money's worth in Lower Austria. For the start of Garden Summer 2019, we built a campaign inspired by the show's finale. The goal was to introduce a new audience to Die Gärten Niederösterreichs by tapping into the huge reach of a current pop-culture moment.

The aim was to get more people aged 20 to 39 excited about Die Gärten Niederösterreichs. Facebook estimates the "Game of Thrones" fan base in that age group in Austria at around 560,000 people.

For the brand awareness campaign, we picked four gardens and member businesses that each echo a parallel to the show:

Laxenburg Castle Park: "Where emperors and kings spend their summers." Amethyst World Maissau: "Where stones shine more magically than dragonglass." LOISIUM WeinWelt: "Where the grapes are nobler than in Dorne." Baden Rosarium: "Where more flowers bloom than in the Rose Garden."

Each visual was edited to match the show's look and feel and paired with its matching copy. The visuals ran on Facebook and Instagram over a two-week period, reaching almost 10,000 people on a relatively modest budget.