At the beginning of March, the Austrian National Tourist Board launched its new image campaign, "Austria is just a way of life." With this campaign, the national tourism organization is building on the "Lifestyle Campaign" launched last year. The aim of the initiative is to present Austria as a year-round destination and to highlight the country's diversity beyond traditional clichés. The campaign will be rolled out in a total of 15 international markets and aims to appeal to new target groups through a modern communications approach.
At the heart of the campaign is the idea of eliminating the distinction between winter and summer tourism and positioning Austria as an attractive year-round travel destination. According to Sandra Stichauner, CMO of Austria Tourist Board, the campaign pursues a comprehensive approach that showcases both classic highlights and contemporary experiences. The aim is to convey the country's unique lifestyle and promote tourism offerings across all seasons. By emphasizing a continuous travel experience, Austria Tourist Board also aims to balance seasonal fluctuations and stabilize occupancy throughout the year.
A key element of the campaign is an innovative media mix that combines both digital and traditional channels. Austrian National Tourist Board is increasingly relying on social media platforms such as TikTok, Instagram, and Snapchat. Interactive formats such as augmented reality experiences and digital out-of-home (DOOH) advertising are being used specifically to create emotional brand loyalty. The campaign is also complemented by print ads and B2B events. Collaboration with 99 tourism partners enables a broad presence in the international target markets.
With this initiative, the Austrian National Tourist Board aims to modernize Austria's image as a travel destination and appeal to a younger audience. The focus is on conveying the country's cultural and tourism diversity and creating an authentic image that transcends traditional notions.
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