Austrian Tourism Spot Invites You to Experience the 'Lebensgefühl' Way of Life

In the summer of 2023, Wien Nord Serviceplan won the Austrian National Tourist Office’s multi-stage tender. In addition to the first projects realised in recent months, including the tongue-in-cheek ChatSkiPT and the TikTok phenomenon 'Austria's Youngest Ski Instructor', intensive work was carried out on the new brand identity, which has been internationally visible since the beginning of March 2024.

The 'Lebensgefühl Austria' (a particular Austrian outlook on life) becomes the buzzword and focal point of the new brand communication conceived by Wien Nord Serviceplan for the Austrian National Tourist Office. The phrase is a metaphor for the feeling guests experience during their visit to Austria: Nature, culture and cuisine create ideal conditions for an unforgettable vacation in Austria. Looking even closer, it is the countless small and big encounters tourists have with Austrians that make each stay truly special. Authenticity can be found around each and every corner in Austria, and visitors are invited to get involved and engage with the moment to experience the many facets of Austrian life. This unique and courageous campaign creates a feeling that encourages visitors to come and see for themselves.

Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office explains, “We aim to establish 'Lebensgefühl' as an international notion that describes an attitude towards life in Austria with our new brand identity. Potential guests should experience Austria in all its facets and be moved by the 'Lebensgefühl' in a way that makes them want to experience exceptional moments in Austria.”

The special approach: 'Lebensgefühl' will become the representation of Austria’s way of life. The word itself will be established as it is – without translation. Only the description of the shown feeling will be offered in the native language.

Christian Hellinger, creative managing partner, Wien Nord Serviceplan adds, “We want to introduce the world to the Austrian 'Lebensgefühl' – which entails a lot more than lifestyle or cuisine. The 'Lebensgefühl' is a feeling and perspective you get in Austria and want to take home. It is the ultimate souvenir. As an agency with a lot of experience in the tourism sector with different federal states we are really happy to now be able to help shape Austria’s presence as well.“

The Austrian 'Lebensgefühl' can not only be experienced in person during a vacation in Austria, but also vicariously through the newly created communication design.

Georg Rernböck, creative director, Wien Nord Serviceplan says, “From the logo to the font up to the visual language, every design element should – quite literally – create the right vibe, that runs like a red-white-red thread through the entire communication.”

The creatives for the rebranding were shot in five Austrian federal states in collaboration with Kaiserschnitt Film and director Daniel Hager.

They show Austria in all its authenticity: in motion, full of life, but also its calm and serene sides. The film shows the beauty of the country’s contrasts. From mountain top to valley, from the city to the countryside. It is all about showing the sides we – guests as well as Austrians themselves – haven’t seen before, that will make you want to come and experience the 'Lebensgefühl' yourself.

The launch film showing all the facets of the 'Lebensgefühl' also forms the foundation of a series of shorter films, that each feature a combination of facets that can be experienced during a visit to Austria. Felix Reichenauer composed the music especially for the Austrian National Tourist Office. The launch film has already been awarded on the day of its premiere at the ITB in Berlin with 'The Golden City Gate' in the category 'Country'.

New perspectives, authentic situations and intriguing combinations are – as well as in the movies – the distinguishing factor in the new visual concept – captured by photographer Marko Mestrovic.

The launch campaign of the new brand image can now be seen across all channels in eleven European countries.