The concert seems to have led to an increase in hotel occupancy rates in the capital for the night of 26 August, according to the officials of TH Hotels, which owns three hotels in Bucharest: Central, Opera and Venetia, while other hotels, like the Radisson and Howard Johnson did not register a significant increase in the number of reservations for this period.
According to Lidia Solomon, PR Director for Vodafone, the concert’s main sponsor, the promotion campaign for the event was coordinated by the mobile phone provider, including a complete media mix, from TV, print and radio, to internet and outdoor, and was quite expensive. Vodafone collaborated with several agencies, including McCann Erickson, Next Advertising and BTL.
Realitatea TV covered Madonna’s arrival at Aurel Vlaicu Airport live, with several mobile teams and its news helicopter.
