To promote the unique effect of radio advertising, the most important radio stations of Austria agreed to air a common campaign. Of course in the most perfect surrounding: in radio advertising slots. All together 30 different spots were aired. We placed extremely short and concise spots between the regular advertising spots, for example, simply the word 'Mykonos' and repeated this message twice in the same advertising block. A few spots later the listener was requested to think of a Greek island. And – as it might now just have happened to you – the listeners spontaneously thought of Mykonos. It’s amazing, what radio advertising can do, isn’t it?