Siemens festival nights or how to create a brand from a sponsorship

Since the late nineties Siemens is sponsor of the Salzburg festival. On the basis of this sponsorship I initiated the creation of a series of open-air events, the »Siemens festival nights«. The idea was to give everyone, citizens and guests of Salzburg, the opportunity to experience the festival and be part of it. Additionally, this created a low-threshold cultural offering and seeing one of the festival programs on a screen many decided they want to see something live at one of the festival venues as well. For more than 10 years this concept is working excellently and has significantly improved Siemens reputation.