United by Every Channel: Marketing Eurovision Vienna 2026

For its 70th edition, Eurovision faced a fundamental challenge: how could three live shows become an experience shared by an entire country?
ORF’s answer was “United by Every Channel” - an integrated campaign that made every touchpoint part of the show. Television, digital media, public spaces, partnerships and live experiences formed one connected journey from anticipation to participation.
From January to May, a high-volume TV trailer system promoted 15 Eurovision-related programmes through 33 spot versions adapted into 97 mutations. Five off-air motifs supported volunteer recruitment and public viewings. Across ORF 1 and ORF 2, 1,279 transmissions generated more than nine and a half hours of airtime, reaching 86.7% of Austrians aged 12+ around 6.5 million people, with an average of 23.8 contacts per person.
songcontest.ORF.at became the German-language campaign hub for news, Host City information, side events and live tickers. Together with the ORF.at network, it generated more than 13 million page impressions. Over nine months, more than 40 targeted email campaigns activated around 55,000 community members. Print placements reached approximately 4.1 million potential readers, while external digital advertising delivered 5.23 million impressions and 4,437 clicks.
The campaign also transformed Vienna into a cohesive Eurovision environment across public transport, railway stations, Vienna Airport, partner locations and public events. The Eurovision Village welcomed around 150,000 visitors. Eurofan House, Eurovision coffee houses and public viewings created accessible spaces for shared participation. Vienna Off-Stage offered international media and delegations 78 curated experiences with 33 Viennese institutions.
Partners enhanced the journey through karaoke and photo stations, games, competitions, inclusive viewing facilities and branded products. Auri, the official mascot, became its emotional ambassador through 88 appearances in two months.
Online, 449 social content pieces generated 100.9 million video views. National coverage comprised 19,549 reports, more than 90% positive or neutral. Ultimately, 98% of Austrians knew Vienna was hosting Eurovision 2026.
“United by Every Channel” did not simply promote three broadcasts. It turned every channel, place and encounter into one national Eurovision experience.