2024
Austria
Client: Oberösterreich Tourismus GmbH
Produced by: FORAFILM
Agency:
Category: Tourism Products
Entry Type: Promotional Video
The 2.5-minute centrepiece of the campaign, “CULTURE IT´S ALL OF US! Loud. Authentic. Connecting.”, showcases 22 cultural ambassadors from Upper Austria, including TikTok star Fazlija. The campaign positions the region as a unifying hub for cultural encounters and a breeding ground that not only fosters exceptional artists but also actively involves both visitors and locals in experiencing and engaging with the local culture.
Upper Austria a captivating travel destination known for its arts, culture, and culinary experiences, currently appealing to 21% of tourists. A new campaign aims to boost this by highlighting the region's diverse, open, and accessible cultural landscape, where visitors and locals engage deeply with the arts. Embracing the mission "Artists create artworks, but culture emerges as the collective product of a society," and it seeks to enhance Upper Austria's appeal to culturally inclined travelers.
The campaign is aimed at tourists interested in Upper Austria, particularly from the DACH region (Germany, Austria and Switzerland), but also from Central and Eastern Europe, the Benelux countries (Belgium, the Netherlands and Luxembourg), Italy, Spain, the USA and Asia. It targets those with an interest in culture, culinary experiences and lifestyle. It also targets locals, encompassing a wide demographic, from teenagers to seniors, thanks to the deliberate choice of diverse ambassadors.