New perspectives to counter old clichés.
Challenge
The continuation and expansion of last year's ‘Lebensgefühl’ campaign was intended to create a communication strategy that would focus on Austria's unique attitude to life throughout the year. The challenge was to create a campaign that combines tradition and modernity, opens up new perspectives and inspires and activates tourism regions, partners and travellers alike.
Austria as a contemporary and authentic tourist destination
Solution
Together with the Austrian National Tourist Office, we have developed an innovative annual campaign that presents Austria as a tourist destination in an authentic and modern way. ‘Austria is just Lebensgefühl’ focuses on emotional, inspiring positioning and highlights the aspect of year-round tourism in Austria.
The campaign will be rolled out in 15 international markets and combines iconic clichés with fresh perspectives. A digital and social-first approach ensures that content is delivered in a targeted manner. Interactive formats, an innovative media mix of TikTok, Instagram and Snapchat, as well as classic advertising measures such as DOOH and print, ensure maximum reach and emotional brand loyalty.
With this cross-seasonal approach, we have not only created a strong positioning for Austria Tourism, but also developed a concept that will shape the future of tourism in Austria in a sustainable way.
Key Takeaways
#1
If you want to stand out, you need the courage to focus on the unseen.
#2
Social media mechanics can also be part of large campaigns if they fit the idea.
#3
A project is most enjoyable when everyone involved shares that enjoyment.
‘Austria is just Lebensgefühl’ not only makes you want to holiday in Austria, it's also just plain fun. We show the undiscovered facets of the country beyond lederhosen, Sisi & Co. To do this, we loop clichéd images of Austria – and then break with these conventions in the truest sense of the word. This gives the films a fresh look and presents Austria in a way that has never been seen before.
Wien Nord Serviceplan
Results
