Azerion Austria markets Vienna New Year's Eve trail for Magenta
Azerion Austria, in collaboration with Stadt Wien Marketing and Magenta, launched an innovative DOOH campaign at the turn of the year. For the first time, the Vienna New Year’s Eve Trail was extended beyond December 31 through a continuous «New Year’s Eve Week» featured on large-format LED screens.
With the New Year's Eve Trail 2025/26, the City of Vienna Marketing has outsourced the marketing of its large-format event screens to an external partner for the first time and commissioned Azerion Austria, the country's leading digital out-of-home (DOOH) marketer. Together with the client Magenta, a multi-day digital campaign was implemented that extended the New Year's Eve trail beyond December 31 for the first time.
DOOH rethought
In close coordination with Stadt Wien Marketing, Azerion Austria designed a continuous "New Year's Eve Week" from December 27, 2025 to January 1, 2026. Background: A large proportion of the 550,000 guests on the Vienna New Year's Eve Trail will already be arriving from December 27. This is the first time a DOOH presence has been created that utilizes the high visitor frequency of the entire preparation phase and does not just focus on New Year's Eve.
The City of Vienna Marketing erected LED walls of up to 40 square meters at neuralgic points along the New Year's Eve trail. These were supplemented by Azerion's extensive DOOH network in Vienna's city center, creating a comprehensive presence in public spaces. According to City of Vienna Marketing, 75 to 80 percent of visitors came from Vienna and the Austrian provinces - a target group that was addressed in an atmospheric way via the Azerion screens in the days leading up to the New Year.
Christmas message extended into the new year
Magenta used this new advertising space to extend its successful Christmas campaign into the new year. The campaign encouraged people to get in touch with each other again and send personal messages - a message that also fits in with the turn of the year: Happiness, health, kind words and connectedness.
Azerion Austria had already implemented a special solution for Magenta during the Christmas period that linked DOOH screens directly with an online messaging system. This innovative combination of out-of-home and digital interaction has now been consistently extended into the period between Christmas and New Year - as a logical, emotional communication bracket at the end of the year.
Innovation drivers in DOOH marketing
Azerion Austria has underscored its role as Austria's most innovative DOOH marketer with the City of Vienna's first marketing contract for event screens. "The project shows how large-scale digital screens in public spaces not only generate reach, but can also be integrated into people's rhythms of life in an emotionally and temporally meaningful way," says Marcus Zinn, Sales Director at Azerion Austria, emphasizing the opportunities offered by this form of advertising.
Responsible at Stadt Wien Marketing: Paul Weis (Managing Director), Responsible at Magenta: Barbara Klinser-Kammerzelt (Head of Marketing), Responsible at Azerion Austria: Marcus Zinn, Christopher Miesbauer
