Vienna - Now or Never! Vienna Tourist Board Launches New Advertising Line

VIENNA, Austria - With its new advertising line, the Vienna Tourist Board plans to attract international visitors to Vienna right now, without delay. “Vienna - now or never” is the slogan positioned in a “communication square.” The images show Vienna from exciting perspectives, with unusual image details and state-of-the-art photographic aesthetics.

“We are not just saying to customers that they should come to Vienna,” explains Vienna’s Director of Tourism Norbert Kettner, “we’re telling them why they should come right now, and what they will miss if they don’t.” This message is conveyed by a “communication square” positioned in the middle of the images in all the advertisements. “With this, we will achieve a high degree of recognizability, for this is something no other destination in the world has,” said Kettner. The imagery shows classic Viennese sights in ultra-modern aesthetics, from exciting perspectives and with unusual image details. The dominant colours are matt-gold tones that reference Vienna’s imperial tradition and at the same time convey tastefulness and elegance.

Advertising line result of brand development process

The impetus for the development of the new advertising line was the result of a survey of 11,000 travelers in Vienna’s major target markets, conducted as part of a brand development process. “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, because Vienna will always be beautiful, even it it’s later rather than sooner.’ However, we would like to welcome these visitors not ’sometime later,’ but now, this very instant,” Kettner stressed. The first advertisements with the new look will appear in the United Kingdom, Germany, France, Russia and Romania starting in early November. In London, a hundred double-decker busses carrying the “now or never” message will invite tourists to take a “Vienna X-Mas Break” from November 2 on.

A variety of images can be downloaded from web.wien.info/wtk2009/

Further information: WienTourismus, Sophie Mensdorff-Pouilly Tel.: +43-1-21114-366, Email: sophie.mensdorff@wien.info

Source: WienTourismus

Further information: WienTourismus, Sophie Mensdorff-Pouilly, Tel.: +43-1-21114-366, Email: sophie.mensdorff at wien.info