2025
Austria
Client: Österreich Werbung / Austria Tourism
Produced by: Kaiserschnitt Film GmbH
Agency: Wien Nord Serviceplan
Category: Country Promotion
Entry Type: Promotional Video
By playfully breaking Austrian clichés and showcasing exciting alternatives through attention-grabbing, channel-specific communication, we present Austria as a destination where curious travelers from around the world feel at home all year round. We look beyond the familiar Austria, away from nostalgia, clichés, and fixed ideas, and invite everyone to join us in experiencing the Austrian Lebensgefühl in a young, wild, and unconventional way—discovering something new in the process.
We want to subtly showcase that a vacation in Austria can be an experience all year round while highlighting everything there is to discover beyond the mainstream. Our goal is to spark the target audience's sense of curiosity and inspire them to explore Austria in their own unique and completely new way, no matter the season. With the ‘Austria is just Lebensgefühl’ campaign, we are encouraging our target group, which is keen to explore, and showing ways to escape the usual "tourist programme".
The target group of Austria Tourism are the Individualistic Cosmopolitans. They are trend-orientated, appreciate the extraordinary and seek new experiences more than security and tradition. They are also cosmopolitan, seek variety and are more flexible than the average person. On holiday, they always want to see a little more, experience a little more, love the charm and our easy-going nature. Authenticity, emotion but also surprising content is important to them.