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It is one thing to say a country is worth exploring – it’s another to show how. This March the Austrian National Tourist Office (ANTO) launches its ambitious new marketing and social media campaign, featuring up to 250 authentic activities, diversions, meals, landmarks and assorted tucked-away secrets to experience in Austria: From the best rooftop terrace cafe in Salzburg to the finest foodie destination in Graz, we’ve set out to equip travellers with a convenient, well-researched and wanderlust-inspiring collection of recommendations – a roadmap, essentially, for having an unforgettable time in Austria.
The “Austria. Moments of Bliss” campaign will focus on the individual traveller and the authentic travel-experiences to be had in Austria. What sets the campaign apart from others is that “it provides guidance to potential travellers and offers examples of authentic, hands-on experiences that go beyond the ordinary,” says Astrid Mulholland-Licht, Director of the Austrian National Tourist Office in Australia. ANTO aims to generate about 132 million impressions through a multitude of marketing channels in Australia and the US. These include targeted print advertising (B2B and B2C), social media efforts, online marketing, as well as a new brochure titled “Moments of Bliss” and a brand-new iPad app (iAustria – available from early April) which is a beautifully illustrated, interactive planning tool for travellers to Austria. Among the many suggestions are, for example, a bike ride around scenic Lake Neusiedl, learning to waltz at Vienna’s best address, or sampling Grüner Veltliner at the Nikolaihof, Europe’s first biodynamic wine estate. For more stories and experiences, go to www.austria.info/bliss and browse among the various categories such as Food & Wine, Art & Architecture, or Hotel Tips: Imagine an army of tour guides, all within arm’s reach. The Austrian National Tourist Office has teamed up with a number of Austrian partners to extend the reach of the campaign, most notably the Vienna Tourist Office, Austrian Wine Marketing Board, the Salzburg Tourist Board and SalzburgerLand Tourismus. Other partners include the Graz Tourist Office, the Hotel Sacher, the Innsbruck Tourist Board, Wein Burgenland, as well as the Sofitel Wien Stephansdom, Wien Products, the KHM (Museum of Fine Arts Vienna), the Hotel Sans Souci, the Austrian Railways, the Tirol Tourist Board, the Hotel Altstadt, the Hotel Hansen Kempinski Vienna, and Swarovski Crystal Worlds. With “Moments of Bliss” ANTO aims to continue Austria’s big success with travellers from Down Under. After a year of records in 2011, 2012 reported another all-time high in Australian visitor numbers, amounting to 335,000 overnights (+10.2% compared to 2011). “We are very confident that 2013 will be another successful year for Austrian tourism. The major Australian tour operators have reported increased booking levels, the six months forecast for airline bookings to Austria shows double-digit growth, and the ongoing strong Australian dollar makes Austria even more attractive”, concludes Astrid Mulholland-Licht. |
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