It's got to be Austria
What is the soul of “Vacation in Austria” and what universes of images does it conjure up?
Looking for the essence
Culture is at the heart of “Vacation in Austria”, especially the aptitude for melding old values and new interpretations in harmonious coexistence.
Astrid Mulholland-Licht, Director Australia/New Zealand of the Austrian National Tourist Office, believes the new campaign will be successful in Australia because it takes recognized images and gives them a different twist appealing to the Australian sense of humor.
Awakening longing
The new campaign awakens longing for a vacation in Austria with every advertisement. Image and text combine to tell the shortest of stories, and in so doing create a surprise. In one of the ads, visitors to Vienna’s Museumsquartier are shown relaxing in the midday sun on oversized beach-chairs. It is not the usual image of people looking at a work of art, instead a short story is told: a story about people who love art, not in an effort to acquire knowledge, but because art excites their emotions. Another example is an ad showing the famous Vienna Boys’ Choir with the strapline ‘The World’s oldest Boy Group’ – a clever marriage of tradition and the contemporary.
Longing for Austria
The bookmark bearing the slogan, “It’s got to be Austria”, that runs like a leitmotiv through the campaign was not chosen by accident—the target groups that the Austrian National Tourist Office seeks to address through the campaign are readers.
Looking for the essence
Culture is at the heart of “Vacation in Austria”, especially the aptitude for melding old values and new interpretations in harmonious coexistence.
Astrid Mulholland-Licht, Director Australia/New Zealand of the Austrian National Tourist Office, believes the new campaign will be successful in Australia because it takes recognized images and gives them a different twist appealing to the Australian sense of humor.
Awakening longing
The new campaign awakens longing for a vacation in Austria with every advertisement. Image and text combine to tell the shortest of stories, and in so doing create a surprise. In one of the ads, visitors to Vienna’s Museumsquartier are shown relaxing in the midday sun on oversized beach-chairs. It is not the usual image of people looking at a work of art, instead a short story is told: a story about people who love art, not in an effort to acquire knowledge, but because art excites their emotions. Another example is an ad showing the famous Vienna Boys’ Choir with the strapline ‘The World’s oldest Boy Group’ – a clever marriage of tradition and the contemporary.
Longing for Austria
The bookmark bearing the slogan, “It’s got to be Austria”, that runs like a leitmotiv through the campaign was not chosen by accident—the target groups that the Austrian National Tourist Office seeks to address through the campaign are readers.
Activities in Austria
Alps Architecture & Design Art Biking Christmas Cities Culture Danube Food & Wine Haydn 09 Hidden treasures Hiking Linz09 Museums Music Nature Outdoors Shopping Sights & Attractions Sightseeing Ski Ski & Snowboard Summer Walking Winter
More activities in AustriaInformation Center
Austrian National Tourist Office
(02) 9299 3621
Email: info@antosyd.org.au
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