Reflections 2025
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Carmina Burana

In the run-up to the concert series of the Carmina Burana by Arthur and Lucas Jussen at the MECC in late October and early November 2025, Maastricht Marketing campaigned from spring onwards. The campaign consisted of a varied resource mix of purchased media (paid), attention through Visit Maastricht's channels (owned) and attention generated in the German media (earned).

Owned

A special landing page was set up for this concert series with background information in the form of interviews and videos as well as and practical information on matters such as ticket sales and hotel arrangements. Via items in the various B2C newsletters and posts on Visit Maastricht's social media channels, potential visitors to this concert series were able to find this information.

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Press edit

Through the DPA service OTS, we distributed a German press release about Lucas & Arthur Jussen's concert series with their special interpretation of Carmina Burana in Maastricht.

The press release generated 3,482 calls via the pressroom within seven days, of which 97% were achieved within the first three days. Through Newsaktuell (AI monitoring), 47 placements were recorded, including 45 online publications and 2 social media mentions.

Compared to the benchmark within the Media/Culture industry, the message performed 132% above the average number of calls of comparable press releases (measurement after 7 days). In addition, the number of calls of the second press release was 30% higher than the average within its own pressroom.

Reach figures for online and print, as well as the advertising equivalent value, can only be measured through Argus monitoring.

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