2026
Non Disclosure Austria
Austria
Client: Austria Tourism/Österreich Werbung
Produced by: Kaiserschnitt
Agency: Wien Nord Serviceplan
Category: Country Promotion
Entry Type: Promotional Video
Synopsis
Through its 'Non Disclosure Austria' campaign, Austria is promoting a more balanced approach to tourism, shifting the focus away from overcrowded winter hotspots and towards lesser-known destinations and experiences. At the heart of the campaign is a humorous non-disclosure agreement (NDA) that users must sign in order to gain access to over 120 authentic winter tips from locals. This conveys the playful message that insider tips only retain their charm if they don't immediately go viral.
Goals of the film
The campaign promotes a more conscious approach to winter tourism and supports balanced tourism. Insider tips on lesser-known regions and experiences direct visitors away from crowded hotspots and show that Austria offers much more besides skiing. The playful NDA mechanism creates a sense of exclusivity without compromising the authenticity of the locations. The campaign is designed to arouse curiosity, encourage interaction and direct to the campaign-website https://non-disclosure-austria.at/
Target Group
The campaign is aimed at Individualistic Cosmopolitans (ICMs), who specifically seek out unique, personal and exclusive holiday experiences. They want to experience places and activities from the locals' perspective. ICMs consciously reject mainstream offers and standardised holiday products, preferring individual, unstaged experiences instead. We enable them to experience the Austrian winter in a unique way by sharing exclusive insider tips.