Winter holidays in Austria meets social media
Challenge
Fantastic slopes, ski lodges and good food can be found in South Tyrol, Switzerland and France, as well as in Austria. What makes a holiday with us special are the encounters with people who enrich your stay. And during winter holidays, these are often ski instructors. We have translated this insight for social media and deliberately added a ‘cuteness factor’. After all, they say that children in Austria can ski before they can walk.
Austria‘s Youngest Ski Instructor
Solution
Austrian National Tourist Office has appointed Charlotte, a bubbly 3-year-old bursting with joie de vivre, as ‘Austria's Youngest Ski Instructor’. She shows the world on TikTok, Instagram and other social media platforms how to ski properly – but above all how to have fun again.
In stories and posts on Instagram and TikTok, Charlotte enchants millions of people with her incomparable charm. In more than 20 videos for the campaign, she takes the audience with her onto the slopes and shows them the best sides of a winter holiday. Charlotte went viral and sent lots of positive energy from Austria out into the world. And she got it back in countless comments and reactions.
‘With this content series, we want to show what makes winter in Austria so special with a twinkle in our eye. Spending time together with the family, having fun in the snow, enjoying culinary highlights in the mountain huts... Charlotte conveys this with so much charm and authenticity! The fact that three-year-olds are already skiing here further underlines Austria's expertise when it comes to winter holidays.’
Managing Director
Austrian Tourism Board
‘Ultimately, it's all about spreading joy. That applies to winter holidays in Austria and to advertising in general. Little Charlotte has shown us all that it's all about simply having fun.’
Creative Director
Wien Nord Serviceplan
Results
