See Vienna. Not #Vienna
Enjoy the city behind your pics!
With ‘Unhashtag Vienna’ the Vienna Tourist Board launched an initiative to encourage visitors to not only see the city and its highlights through the lens of a smartphone camera. We drew attention to the initiative by placing an oversized red hashtag right over Gustav Klimt’s world-famous painting ‘The Kiss’ in the Viennese Belvedere.
Out of home flights in Berlin, Hamburg and London, print and social media ads, as well as a purpose-built landingpage invited the public to challenge their own use of social media when travelling.
The media took the opportunity to discuss the impact of smartphones and Instagram on the behavior of travellers and on the experience of their destinations. And social media communities joined in by eagerly ex changing opinions using – of all things – #UnhashtagVienna.
Chief Creative Officer: Edmund Hochleitner
Creative Director: Bernd Wilfinger
Art Director: Judith Kroisleitner
Copywriter: Leopold Kreczy
Graphic Design/DTP: René Vogelmann, Wolfgang Brandstätter
Managing Director: Markus Mazuran
Account Director: Katja Oswald-Steinbauer
Account Manager: Stefan Graf