„Austria is just Lebensgefühl“ – Austria Tourism and Wien Nord Serviceplan show Austria beyond the clichés

Since the beginning of March, Austria Tourism has been presenting the continuation of its “Lebensgefühl” (attitude to life) campaign. It is being rolled out in a total of 15 markets and shows the diversity of the country beyond the usual clichés and classic images.

Austria is a popular travel destination internationally. This is partly due to the many clichés that are repeatedly associated with the country: lederhosen, Kaiserschmarrn, alpine panoramas, and Sisi—all remarkable cultural, geographical, and culinary treasures. But Austria is not just that. The current campaign focuses on those facets of the country that are not yet so well established and visible. Away from nostalgia and romanticized idylls, it shows activities and encounters that bring a breath of fresh air to Austria's image, but above all a zest for life.

Through a digital and social-first approach and collaboration with 99 tourism partners in a total of 15 markets, Austria as a tourist destination is being positioned in two phases. The campaign presents Austria with creative image compositions on platforms such as TikTok, Instagram, and Snapchat. The combination of online and offline measures and interactive formats such as AR experiences creates an authentic connection to the community. Digital and traditional advertising such as TikTok carousel ads or the combination of Snapchat advertising with DOOH (digital out-of-home), print, and B2B events are specifically linked to generate high attention and emotionally reinforce the brand message “Austria is just a way of life.”

During production, which was carried out in collaboration with Kaiserschnitt Film, particular emphasis was placed on working with women in key positions who were able to perfectly translate the social-first approach into fresh images that avoid stereotypes: Tatjana Wenig directed, Diara Sow was camera DOP, and Linda Schäffler was the photographer.

“Austria can be proud of its tradition, landscape, and culture, but also of so much more. With ‘Austria is just a way of life,’ we want to break with what has already been seen, both visually and stylistically, and whet the appetite for the undiscovered—from SUP tours through ice caves to unexpected culinary delights from the local Michelin-starred cuisine,” explains Christian Hellinger, Creative Director at Wien Nord Serviceplan.

Credits:

Creative Agency: Wien Nord Serviceplan
Client: Österreich Werbung
Film: Kaiserschnitt Film
Director: Tatjana Wenig
Photography: Linda Schaeffler
DOP: Diara Sow
Sound design: Blautöne