Coolcation

The Lungau region in Salzburg scores highly with fresh mountain air, cool nights, and unspoiled nature—ideal conditions for a summer break. However, classic tourism communication often lacks a sense of immediacy: those who suffer from tropical nights rarely think spontaneously of vacation.

The challenge: to reach heat-stricken city dwellers at the very moment when the need for cooling off is at its strongest – and to position the Lungau region as an obvious summer retreat.

The campaign takes a data-driven approach: as soon as nighttime temperatures in cities rise above 20°C, advertising is automatically activated. DOOH spaces in urban hotspots provide the initial impetus, followed by social ads on smartphones. This creates a situational message at precisely the moment when the heat becomes a burden – and the Lungau region becomes a cool destination to escape to. This mechanism does not involve broad distribution, but rather targeted activation: emotional, context-sensitive, and perfectly tailored to the spontaneous need for cooling down.