Last week, Austria Tourism launched its new communications strategy based on a distinct feeling when visiting the country.
Austria is often described as a perfect combination of nature and culture experiences right in the heart of Europe. Austria Tourism’s new communications strategy, however, goes beyond the obvious attributes of the country and focuses on the unmistakable feeling that guests take with them from their time spent in Austria.
Meet the Austrian Lebensgefühl, a distinct approach to life that exudes a perceived effortlessness, enjoyment, and ease. Experience first-hand the lightness of the Austrians who like to philosophize about the meaning of life over a glass of wine. You feel the calmness of not taking things all too seriously. You feel welcome when a charmingly grumpy waiter comments on your order with some snark. And of course, in Austria, we love to indulge. Be it a still-warm homemade piece of cake, or the exuberant atmosphere at a concert.
The Austrian attitude to life is transferred from one person to another. This is reflected in the contagious laughter of the elderly host at an alpine hut with whom you quickly start a conversation. It is evident in the museum guide’s enthusiasm as she carries on about the meaning of the paintings. It shows up in the ski instructor’s relaxed attitude as he encouragingly downplays the steepness of the upcoming run.
“In a world where every destination highlights its attributes and sights, we asked ourselves what truly matters when you travel. Is it the specific sights and experiences, or rather the feelings and emotions it stirs? In Austria guests find it easy to become part of the cultural tradition, part of Alpine life, part of Austria's hospitality”, muses Michael Gigl, Head of Market USA for Austria Tourism. “What really sticks with you are these encounters with people and the Austrian’s distinct approach to life.”
The new communications approach was officially launched last week by Astrid Steharnig-Staudinger, CEO of Austria Tourism, at ITB in Berlin in front of a global travel industry audience.
A brand-new video serves as the first visual expression of Lebensgefühl and showcases heartfelt encounters between travelers and hosts.
Austria is often described as a perfect combination of nature and culture experiences right in the heart of Europe. Austria Tourism’s new communications strategy, however, goes beyond the obvious attributes of the country and focuses on the unmistakable feeling that guests take with them from their time spent in Austria.
Meet the Austrian Lebensgefühl, a distinct approach to life that exudes a perceived effortlessness, enjoyment, and ease. Experience first-hand the lightness of the Austrians who like to philosophize about the meaning of life over a glass of wine. You feel the calmness of not taking things all too seriously. You feel welcome when a charmingly grumpy waiter comments on your order with some snark. And of course, in Austria, we love to indulge. Be it a still-warm homemade piece of cake, or the exuberant atmosphere at a concert.
The Austrian attitude to life is transferred from one person to another. This is reflected in the contagious laughter of the elderly host at an alpine hut with whom you quickly start a conversation. It is evident in the museum guide’s enthusiasm as she carries on about the meaning of the paintings. It shows up in the ski instructor’s relaxed attitude as he encouragingly downplays the steepness of the upcoming run.
“In a world where every destination highlights its attributes and sights, we asked ourselves what truly matters when you travel. Is it the specific sights and experiences, or rather the feelings and emotions it stirs? In Austria guests find it easy to become part of the cultural tradition, part of Alpine life, part of Austria's hospitality”, muses Michael Gigl, Head of Market USA for Austria Tourism. “What really sticks with you are these encounters with people and the Austrian’s distinct approach to life.”
The new communications approach was officially launched last week by Astrid Steharnig-Staudinger, CEO of Austria Tourism, at ITB in Berlin in front of a global travel industry audience.
A brand-new video serves as the first visual expression of Lebensgefühl and showcases heartfelt encounters between travelers and hosts.
Lebensgefühl Video
Lebensgefühl
For more information, please reach out to:
Sigrid Pichler & Helen Bitschnau
Managers of Public Relations
Austrian Tourist Office New York City
sigrid.pichler@austria.info; NEW PHONE NUMBER (646) 418 0701
helen.bitschnau@austria.info; NEW PHONE NUMBER (646) 418 0699
www.austria.info
Austrian Tourist Office New York City
sigrid.pichler@austria.info; NEW PHONE NUMBER (646) 418 0701
helen.bitschnau@austria.info; NEW PHONE NUMBER (646) 418 0699
www.austria.info
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