Vienna, Austria: between tradition and modernity
Who is it?
WienTourismus is the marketing and destination management organization for Vienna, the capital of Austria. Founded in 1955 and active in some 50 markets, WienTourismus is responsible for promoting the city worldwide. In 2024, Vienna will retain its title as “the world’s most pleasant city” (EIU-Economist Intelligence Unit report).
Which cause?
Highlighting an eco-friendly, inclusive destination that blends tradition and modernity. With 990 parks and green spaces and 300,000 trees, Vienna is the greenest capital in the world. The Vienna City Card is one of the most sustainable, thanks to its environmentally-friendly mobility offers. Vienna is also a popular city for LGBTIQ+ events (Vienna Pride, Rainbow Ball…). While Vienna’s cultural and historical heritage is a major asset, the city is also keen to make the most of its modernity. Resolutely forward-looking, Vienna is not just about Sissi, Beethoven and apfelstrudel.
What strategy?
WienTourismus is looking for a clientele of French travelers who are urban, cultured and open-minded, in the Paris region and in major cities with direct flights to Vienna. The media relations strategy favors quality over quantity, and targets influential media in long-format (TV reports, major papers in the PQN and PQR, in-depth articles in the tourism, gastronomy, art de vivre and culture media, etc.). The action plan combines group and individual press trips, press releases and events in Paris to demonstrate the importance Vienna’s representatives attach to French journalists.
What results?
A 7-year collaboration marked by a sharp rise in the visibility of the Viennese offer in leading media. By 2023, this will have risen to 108 out of a total of 264 major media coverage devoted to the Austrian capital. There will also be around fifteen major TV programs or reports.
