Österreich Werbung and Wien Nord Serviceplan immerse meeting and conference participants from all over the world in Austria.

The new MICE campaign shows with a wink how quickly international meeting guests fall in love with the lifestyle here.

Under the umbrella of “Meet in Austria,” which brings together the MICE sectors (meetings, incentives, conferences, and exhibitions), Austria is being promoted as a convention destination that has a lot to offer its guests beyond conferences and events. After all, the approximately 1.8 million national and international event guests (source: Meeting Industry Report Austria 2024) have the opportunity to enjoy a whole world of cultural, leisure, and culinary offerings outside the event locations during their business stay.

At the heart of the campaign are two image films that humorously play with the idea that meeting guests sent to Austria by their employers don't want to leave once they have enjoyed a red-white-red business event. "The entertaining spots, which were created in collaboration with the film production company Captif, were shot at various event locations in Austria, showcasing their diversity – from urban to green, from historic venues to modern, sustainably certified locations that impressively highlight Austria's strengths as a meeting destination. Austria as a conference destination is characterized by qualities such as authentic hospitality, unspoiled and breathtaking nature, and a down-to-earth and cosmopolitan culture.

In addition to the video spots, print motifs were also developed, using the catchy phrase “Meet and Greet” as a headline mechanism which, in combination with innovative locations, communicates the unique qualities of Austria as a conference destination.

Hubertus Rothwangl, Head of Convention & Platform Development at Österreich Werbung, comments: “It is not without reason that Austria has grown continuously as a meeting location throughout the MICE sector in recent years. Our guests appreciate the modern, diverse meeting facilities as well as the supporting programs and incentives. This is where business needs meet lifestyle – and that is exactly what we can show the whole world with our successful campaign.”

Christian Hellinger, Creative Director at WIEN NORD SERVICEPLAN, is also convinced that the campaign's mix of satire and destination advertising strikes the right chord: "B2B communication often quickly becomes very matter-of-fact and overlooks the fact that MICE event planners are also looking for the emotional added value of a

location, not just room capacity and square footage. Our Meet in Austria campaign shows that combining business hard facts and humor in the tone doesn't have to be a contradiction."

The new campaign will launch in June and will go live gradually in seven ÖW markets, with a focus on Germany and the UK.