With its new campaign, the Austrian Tourist Board combines aspects of Austria as a holiday destination that, at first glance, seem to have little in common. With "Austria is just a way of life," the Austrian Tourist Board is now continuing the campaign launched in spring for the colder season.
With the motto "Austria is simply a way of life," Austria presents itself as a year-round destination that goes far beyond the classic clichés. Instead of focusing on familiar images of mountains, snow, and nostalgia, the campaign highlights a modern, young, and surprising Austria: authentic, down-to-earth, and yet unconventional.
With Empress Elisabeth ("Sisi"), the campaign deliberately focuses on an international attention hook. Similar to the Wiener Schnitzel or other typically Austrian motifs, Sisi is instantly recognizable worldwide and strongly associated with Austria. She is a symbol that commands attention without further explanation. Such symbols unfold their full impact, particularly in dynamic media environments such as social media, out-of-home advertising, or moving images. "We want to present an image of Austria that touches people and surprises them at the same time. It's about genuine encounters, about freedom, and about consciously experiencing moments – that is the attitude to life that makes our country unique," says Sandra Stichauner, Chief Marketing Officer of the Austrian National Tourist Board.
Whether in 3D ads, "Fake Out of Home" spots, or as an animated AI avatar: Sisi offers a wide range of possibilities for surprising, modern presentations. She combines tradition with innovation and becomes a symbol of Austria's new, bold, and unconventional presentation on international markets. "With Sisi, we are relying on a personality who has international appeal and at the same time opens up space for creative reinterpretations," Stichauner continues. Particularly spectacular is the 3D ad "Sisi on Ski," which will be played on large DOOH screens in six markets. In addition, virtual "Fake Out of Home" videos ensure high attention and viral effects on social networks.
Another highlight is the "AI Sisi," which appeals to young audiences with short, humorous clips on TikTok, Instagram, and YouTube. Whether ice-bathing or discovering new winter adventures, the animated empress showcases the Austrian way of life with a wink. "These formats bring Austria into the heart of the cities and onto people's smartphones. They pique curiosity and create conversations – both online and offline," explains Stichauner.
The campaign will be rolled out in 13 markets – including Germany, Switzerland, the Netherlands, Belgium, Denmark, Sweden, Great Britain, France, Poland, the Czech Republic, Hungary, Romania, and Slovakia. Together with over 100 tourism partners from across Austria, the Austrian way of life will be conveyed in an authentic, charming way, with a touch of humor – just as you'd expect from the hosts. Watch the video here: www.youtube.com.