In the summer of 2023, Wien Nord Serviceplan clinched a significant win: securing the Austrian National Tourist Office’s prestigious multi-stage tender. Their innovative projects, like the whimsical ChatSkiPT and the viral sensation “Austria’s Youngest Ski Instructor,” laid the groundwork for an exciting journey. Now, their efforts have culminated in the unveiling of a transformative brand identity, heralding a new era of Austrian tourism.
At the heart of this renaissance lies the concept of “Lebensgefühl Austria” – an embodiment of the distinctive Austrian way of life. It’s not just about visiting Austria; it’s about immersing yourself in its essence. Nature, culture, and cuisine converge to create an ambiance that resonates with every traveler. But beyond the picturesque landscapes and culinary delights, it’s the genuine connections forged with Austrians that define the Austrian experience. Every encounter, whether big or small, promises authenticity and invites visitors to embrace the moment fully.
To bring this vision to life, Wien Nord Serviceplan collaborated with Kaiserschnitt Film and director Daniel Hager to produce a series of evocative creatives. Shot across five Austrian federal states, these visuals capture Austria’s multifaceted allure – from its bustling cities to its serene countryside. Through dynamic storytelling, the campaign showcases Austria’s rich tapestry of experiences, enticing travelers to explore its hidden gems and vibrant culture.
Central to the campaign is a captivating launch film that encapsulates the essence of “Lebensgefühl Austria.” Complemented by an original score from composer Felix Reichenauer, the film received accolades at its premiere during the ITB in Berlin, winning “The Golden City Gate” award in the category “Country.” Building on this success, a series of shorter films delve deeper into Austria’s diverse offerings, enticing viewers with tantalizing glimpses of what awaits them.
Photographer Marko Mestrovic masterfully captures the essence of Austrian life, providing fresh perspectives and authentic portrayals that resonate with audiences. The new visual concept, characterized by its authenticity and depth, serves as a testament to Austria’s allure as a premier travel destination.
From the majestic peaks of the Alps to the charming streets of Vienna, the campaign invites travelers to embark on a journey of discovery, guided by the spirit of “Lebensgefühl Austria.” With its widespread presence across eleven European countries, the campaign promises to inspire wanderlust and ignite a renewed appreciation for Austria’s cultural heritage and natural beauty.
So, whether you’re seeking adventure in the mountains or cultural immersion in the city, let Austria’s “Lebensgefühl” be your guide. Explore, experience, and embrace the magic of Austria like never before.
