Unbelievably close! 

Österreich Werbung and WIEN NORD Serviceplan show Parisians that the perfect break is closer than you think.

In summer 2024, France's capital will be dominated by the Olympic Games - much to the chagrin of Parisians. Most locals are planning to leave the city during the Games to escape the hustle and bustle. In order to get Austria into the minds of Parisians as a holiday destination, they were made aware of this: Austria is closer than the Côte d'Azur.

For the third time, Österreich Werbung is the premium partner of the Austria House of the Austrian Olympic Committee in Paris. Reason enough to use the international sporting event as an ideal hook to present Austria as a holiday destination to French travellers who want to escape the hustle and bustle of their own home city, especially during the Olympic and Paralympic Games. They are often unaware of how obvious a holiday in Austria would actually be for them and that Tyrol is even closer than the Côte d'Azur.

An illusion speaks for itself. To show just how close Austria and Paris are to each other, the supposedly most famous sight in France was quickly put into mobile phone videos of holidaymakers in Austria. The French hiker who was about to propose to his girlfriend on the Tyrolean via ferrata or the biker who had to summon up all his courage for a jump in the Sölden bike park were suddenly surprised by the illusion of the Eiffel Tower appearing in the breathtaking panoramas of the Tyrolean mountains - as if the clear air had made it possible to see as far as Paris in a rare natural phenomenon. This phenomenon spread across social media channels in no time at all.

Once the private mobile phone videos had had enough time to spread digitally, the Austrian National Tourist Office went one better and spread the message even further with a news-style video. The illusion was also brought to the locals in the DOOH environment in well-frequented places in Paris, once again causing astonishment. The dedicated landing page unbelievablyclose.austria.info offers French tourists even more information about the nearby holiday in Austria.

The Austrian lifestyle is so close

"Austria is a very popular summer destination for the French - our unique culture, our impressive nature with so many opportunities for active holidays are very popular! With "Unbelievably Close. Austria", we are showing in a creative way around the Olympic Games that a perfect break in Austria is closer than you think for our guests from France," says Sandra Stichauner, CMO of Austrian National Tourist Office.

Christian Hellinger, Creative Director Vienna North Serviceplan: "The core message in the videos was told on a purely visual level using a curious illusion. The UGC-inspired videos showed the target group the obvious holiday in Austria and thus achieved exactly what a strong video idea wants to achieve: communicating the message in an attention-grabbing way."