Tirol's New Campaign Focuses On Optimism

"It's going uphill." That is the central message of the campaign, which Tirol Werbung is launching in mid-May - initially with a focus on Austria. After intensive industry and guest information, she starts tourism marketing again. In the past two months, the focus has been on conveying pure information and staying emotionally connected to people apart from advertising.

Closed borders, travel restrictions, sometimes unclear framework conditions - the current challenges due to the Corona pandemic are diverse for Tyrolean tourism. "With our communication, however, we are prepared for the various possibilities," says Tirol Werbung managing director Florian Phleps. For the summer start, all measures are initially focused on Austrian guests. "However, we can also start immediately in the most important core markets, should there be a border opening and freedom of travel between Germany and Austria," says Phleps.

Focus on mountains and nature

The focus of the communication is the message "It's going uphill", which conveys a spirit of optimism. Two central strengths of Tyrol, the mountains and nature, are brought into focus. These topics have already dominated the holiday motifs of Tyrolean summer guests. "The current situation reinforces this trend," Phleps is convinced. In addition, these motifs would provide ideal starting points for offers and activities such as hiking or mountain biking. The campaign is played out precisely to interested target groups, especially via social media.

“It is particularly important to us that the tourism associations and companies can join the campaign,” explains Phleps. Tirol Werbung provides the partners with text and design templates, among other things. In addition, specific offers and products from the Tyrolean regions are available on the Tirol Werbung website.

"With this campaign we will be able to make a good start in tourism communication together," Hans Entner is convinced. The board of the Tyrolean tourism associations is committed to the widest possible cooperation in the industry: "We want to achieve the greatest possible impact through a coordinated approach."

In addition, Tirol Werbung and Tyrolean regions are starting the so-called weather offensive (WOT) - initially also limited to Austria. Leisure activities suitable for the weather are shown via TV and digital formats. Most recently, WOT reached more than 400 million contacts in Europe every year.

Cooperation with Österreich Werbung

In its communication, Tirol Werbung not only cooperates with tourist partners in the federal state, but also on a national level. A joint campaign by Österreich Werbung and the tourism organizations of the federal states together with the capitals is intended to inspire the local population to enjoy vacation opportunities on the doorstep. “A good summer is waiting for you. Discover your own country, ”is the message that makes you want to go on holiday in your own country from the beginning of June to the end of July. "This rapprochement means the largest and most intensive cooperation between Austrian tourism organizations to date," says Petra Stolba, Managing Director of Österreich Werbung.

Information and emotion

With the new campaigns, Tirol Werbung is starting the next communication phase after the early end of the winter season in mid-March, with which all marketing activities had also been shut down. Communication has continued to intensify since then - but apart from advertising messages. In the acute phase, Tirol Werbung provided locals, guests and the industry with current and objective information. This alone led to two million hits on the tirol.at website. In the ongoing second phase, the hashtag #mitAbstandnah focuses on emotional messages in order to stay connected with locals and guests. A highlight was the song “I would like to thank you” by Manu Stix, which the Tirol Werbung produced together with 18 Tyrolean artists and via Facebook, Youtube & Co. spread. This piece of music reached around one million people.