The Austrian National Tourist Office has released a new brand campaign which supports its long-standing “Vacation in Austria” premise.
Behind the five little words – “It’s got to be Austria” stands a substantial body of work devoted to qualitative and quantitative analysis, according to the tourist office.
ANTO chief Petra Stolba said at the Austrian and Central European Travel Business trade show in Vienna: “When I took on my job, I considered that the images in use accurately represented our brand. But brands change.”
According to Ariane Tockner, responsible for brand management: “We wanted to translate the brand’s characteristics into visual words that are understood by our target groups and even more, are felt emotionally.”
With a series of images depicting iconic Austrian symbols, together with clever tag lines, the results are expected to have a broad impact in the competitive European marketplace.
The image of members of the Vienna Boys Choir is one of the posters blazoned across megasites and billboards.
Together with the strap line “The world’s oldest boy group”, it is seen as a marriage of tradition and contemporary.
Other images focus on Austrian attractions such as Tyrol, Salzburg and the culture of Vienna.
