“NoSki Instructor” – Austrian Tourist Board Presents “Ski Instructors” For Non-skiers

For all those who want to experience the Austrian way of life away from the slopes, the Austrian Tourist Board has created the “NoSki Instructor” – a “ski instructor” for non-skiers.

Actor and cabaret artist Maximilian Ratzenböck presents winter activities away from the slopes with Austrian humor. The target markets of the social media campaign are Germany, Belgium, the Netherlands and Poland.

Clear objective: to convey the ski instructors' attitude to life and their experience off the slopes.

With the launch of the social media campaign "NoSki Instructor", the Austrian Tourist Board (ÖW) provides a humorous answer to the question of what activities you can do besides skiing during a winter holiday in Austria. For all those who want to experience the Austrian way of life away from the slopes, the "NoSki Instructor" was created - a "ski instructor" for non-skiers.

The NoSki Instructor - played by the Austrian actor and cabaret artist Maximilian Ratzenböck - shows with a charming wink that Austria has much more to offer than just snow-covered slopes. From winter hiking to saunas and ice baths - the NoSki Lessons offer detailed instructions on how to enjoy the most beautiful aspects of the Austrian winter without having to stand on skis.

Video campaign launches now on four major winter markets

The social media campaign starts now with a teaser video in which the NoSki instructor introduces himself and his expertise. The actual "NoSki lessons" will be available as 2-3 minute videos on a specially created microsite on austria.info. Short clips of the lessons will be shared on social media platforms such as TikTok and Instagram to attract the attention of the target group in the important winter markets of Germany, Belgium, the Netherlands and Poland.

With the introduction of the NoSki Instructor, the Austrian Tourist Board aims to position Austria as a humorous, welcoming and diverse holiday destination. "In Austria, it's not just the slopes that are steep, but also the winter program away from them. With our NoSki Instructor, we show that you can trudge through the snow in a relaxed manner, sweat in the sauna or bravely jump into the ice water - and still not have to forego the ski instructor experience. We invite our guests to experience the many facets of winter," explains Sandra Stichauner, Chief Marketing Officer of the Austrian Tourist Board.

The social media video campaign, which was implemented with the lead agency Wien Nord Serviceplan, is part of the 2024/25 winter campaign. This shows guests that they are in the right place in Austria to enjoy the winter lifestyle - just as they are. The focus is on skiing, as well as wellness and family. The international campaign with partner integration runs in the 13 most important winter markets on high-reach channels such as (A)TV, (D)OOH, online video and social media. At the beginning of 2025, there will be another focus on skiing within the winter communication.

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