Title	TRANSILVANIA ALL INCLUSIVE
Brand	UNTOLD FESTIVAL
Product/Service	MUSIC FESTIVAL
Category	B07. Use of Events
Entrant	McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
Idea Creation	McCANN WORLDGROUP ROMANIA Bucharest, ROMANIA
Media Placement	UM ROMANIA Bucharest, ROMANIA
PR	McCANN PR Bucharest, ROMANIA

Name	Company	Position
ADRIAN BOTAN	MCCANN WORLGROUP	GLOBAL EXECUTIVE CREATIVE DIRECTOR
CATALIN DOBRE	MCCANN BUCHAREST	EXECUTIVE CREATIVE DIRECTOR
ALEXANDRU VASILE	MCCANN BUCHAREST	COPYWRITER
LIA BIRA	MCCANN BUCHAREST	ART DIRECTOR

The Campaign

We took advantage of the location of the festival: Transylvania, the land of Dracula, a region in the north of Romania, to offer an exclusive festival experience. Transylvania all-inclusive: Untold partnered with the National Touristic Agency to create the biggest all-inclusive resort in the world, giving special powers to out festival bracelet. For two weeks after the festival, the Untold bracelet offered free entrance and discounts for the best touristic attractions throughout Transylvania, including Dracula’s castle.

Creative Execution

VWe partnered with TUI, one of the biggest travel agencies in Europe, to promote Transylvania All Inclusive in their offices and on their website, just like any other vacation. TUI offices around the country presented our new touristic attraction of the summer. All the important touristic attractions in Transylvania offered free or discounted access, including Dracula’s Castle, the Merry Cemetery or the Mocanita Steam Train. We also launched a movie describing the full experience of Transylvania All inclusive. A website offered Untold fans an interactive map that helped them plan their vacation. Then, we launched the campaign in a press conference where the Ministry of Tourism attended and endorsed our campaign. This got us into the local news. The TV stations talked about Untold offering everyone the chance to discover Transylvania. The campaign was present online, through YouTube and social media and on TUI website.

The campaign got 254,000 organic views on Untold’s Facebook page for Transylvania All Inclusive movie, led to almost 5.000 shares to spread the excitement. All major news agencies in Romania and most travel bloggers talked about Untold’s initiative. In 2016 Untold was sold out, bringing over 300.000 people to the event. Participation went up 24 % since the previous year. The campaign was so successful, that the National Touristic Agency included it in the National Touristic Strategy. This was applied to 4 more festivals after Untold.

Untold festival, the Best New Festival of 2015, wanted to bring more people in 2016 edition. Already famous for its top music artists on stage, we transformed the festival in a complete & exclusive Transylvanian experience. Transylvania All Inclusive was launched in partnership with travel agency TUI, as a unique experience available for festival goers through their festival’s branded bracelets, during the event and even for 2 weeks after the closing. The campaign travelled organically from online, in social media, websites, to outdoor signals on touristic attractions in Transylvania, and got TV prime-time news, to sum-up a complex media mix.

Insights, Strategy and the Idea

Our target was the young people who plan their summer according to music festivals, both Romanians and foreigners. We wanted to transform Untold Festival into a must-go festival, the center of the summer plans, by transforming the access bracelets to a music festival into a powerful media tool for awareness, and to get discounts or go for free to the touristic attractions in Transylvania, available even after two weeks after the festival closing. One month before the festival, our media plan was put in place by a launching event for Untold & TUI partnership. Then, using festival’ social media for worldwide impact and tourism agency website, we got people excited by the endless possibilities of exploring Transylvania. The campaign was signaled with posters in TUI’s offices, at the festival’s place, and also in Transylvania touristic locations during the festival.