SalzburgerLand Tourismus brings the most beautiful aspects of summer in the Zell am See-Kaprun region and SalzburgerLand Province directly into the heart of Vienna. Employing Out of Home media from Gewista, the destinations that whet the appetite and create anticipation for summer vacations in SalzburgerLand Province are impressively staged by means of station branding at the Karlsplatz subway station and a digital Out of Home network on Vienna's busy Mariahilferstrasse.
The message is certain, that is, the next summer vacation is within reach! Where it should be is obvious after looking at the current Gewista Out of Home media campaign booked by SalzburgerLand and its partner, the Alpine region of Zell am See-Kaprun. At Vienna’s Karlsplatz subway station, the strikingly beautiful summer images are shown in a huge, exclusive allocation on 76 video screens in 32-inch format along the escalators as well as on two 80-inch screens with 10-second video spots. The videos, which extol the dreamlike desirability of the beautiful SalzburgerLand region, make it hard not to want to unpack and lace-up your hiking boots immediately. It’s a pure summer feeling, made possible by the continuous foil brandings that wrap the video screens. As an impressive highlight of the staging, passers-by can view two 30-second spots, each on two 16x46-inch video walls, as they exit via the escalator in the direction of Karlsplatz.
"About two-thirds of our guests from Austria come from Vienna and the neighboring metropolitan area," says Leo Bauernberger, managing director of SalzburgerLand Tourismus GmbH, about this important market for SalzburgerLand. "Especially in the challenging summer of 2020, our guests from Eastern Austria proved to be particularly loyal SalzburgerLand vacationers. We actually recorded above-average growth in overnight stays from the greater Vienna market. We would like to build on this positive development again this summer. We are very pleased that with this extensive Gewista Out of Home campaign we can not only convey to our Viennese guests a special feeling of anticipation for their summer vacation in SalzburgerLand, but now we can also welcome them back personally to our beautiful vacation regions. This is what we live for."
"Our Zell am See-Kaprun region was able to welcome many Austrian guests between our glaciers, mountains and lakes last summer. It is precisely these guests who we would like to continue to reach with our joint campaign. Thanks to the exclusive Gewista advertising, we succeed in bringing summer freshness to the city and awakening the Viennese longing for vacations in nature and in the mountains, which is now stronger than ever before. We are very pleased to be able to personally inspire guests from Eastern Austria again this summer and offer them the most beautiful time of the year with us in Zell am See-Kaprun," says Renate Ecker, Managing Director, Zell am See-Kaprun Tourismus GmbH.
"SalzburgerLand Tourismus," says Gewista CSO Andrea Groh, "has chosen a brand area at the high-reach Karlsplatz subway station to promote its campaign. A foil branding around digital 32-inch screens along the escalators is topped by the combination of digital City Lights in the 80-inch format as well as a large video wall. Overall, it‘s an impressive advertising messaging presence which reaches hundreds of thousands of passers-by every day with images that are truly memorable."