AUT IN THE WILD: Austrian National Tourist Office launches “Social Media Survival Show” and demonstrates how comfortable hiking in Austria can be.
23.7.2025
Austrian National Tourist Office is jumping on the international bandwagon of survival shows, but with a generous helping of Austrian charm. In collaboration with the creative agency Wien Nord Serviceplan, a content format with a twist has been created in the style of popular survival shows:
Under the slogan “AUT in the Wild,” a charismatic host named “Hiker Harry” guides viewers through the Austrian wilderness, showing them the adventures they can experience while hiking in Austria—from a thrilling flying fox kick to a revitalizing dip in a mountain lake.
The highlight: the supposedly dangerous wilderness turns out to be an exciting but harmless hiking idyll. The bush knife becomes a bread knife for the Brettljausen snack, and laborious shelter building becomes relaxed glamping. Hiking is the most popular activity among guests in summer and is also very trendy among the young, health-conscious target group.
And where better to hike than in Austria? Here, tourists can expect varied routes against breathtaking backdrops all year round, as well as unusual accommodation in natural surroundings and authentic encounters with locals. It's not just about the sporting challenge, but about experiences and lasting impressions. And the content format conveys this in a modern way.
Astrid Steharnig-Staudinger, Managing Director of the Austrian National Tourist Office: “With AUT IN THE WILD, we are showcasing Austria as a stage for extraordinary adventures and are thus perfectly in tune with the spirit of the times. The humorous, snackable content specifically appeals to a younger, experience-oriented target group and deliberately avoids overused hiking clichés.”
The first four full episodes of AUT IN THE WILD, along with additional bonus clips, are now available on all of Austria Tourism's social media channels.
With that in mind: “Over and outdoor!”
Credits:
Creative Agency: Wien Nord Serviceplan
Client: Austria Tourism
Account Direction: Raphaela Frauscher
Account Management: Laura Gutierrez, Madlen Berger
Chief Creative Officer: Christian Hellinger
Creative Direction: Axel Spendlingwimmer, Michael Maier
Concept & Copywriting: Michael Maier, Jakob Paulnsteiner
Art Direction: Marina Mrvka
Film Production: Soviso
