A new advertising campaign aims to entice British holidaymakers to Vienna for Christmas breaks.
U Talk Marketing reports that the tourism industry in Austria is appealing to international tourism with the urgent message to visit “Vienna – now or never.” The campaign will launch in early November in the UK, Germany, France, Russia and Romania, with 100 London buses advertising Christmas breaks in Vienna from November 2.
Explaining the message of the campaign, Norber Kettner, Vienna Director of Tourism, states: “We are not just saying to customers that they should come to Vienna.
“We’re telling them why they should come right now, and what they will miss if they don’t.
“With the new branding, we will achieve a high degree of recognisability, for this is something no other destination in the world has.”
The advertisements will focus on Vienna’s famous historical sites, presented in a modern perspective with a gold colour scheme evoking the nation’s Imperial tradition. 11,000 people in target markets were surveyed for the development of the campaign, which will be particularly targeted at those who had never visited Vienna before, but have expressed the desire to do so.
In appealing to these curious travellers, Mr Kettner explains: “We were particularly interested in respondents who had never visited Vienna.
“It turned out that most of them would like to see Vienna ‘some time.’ However, we would like to welcome these visitors not ‘sometime later,’ but now, this very instant.”