Austrian tourism boards launch new regional marketing strategies

Austrian regional tourism organizations are implementing new marketing strategies to boost visitor engagement. The East Styria Tourism Board has introduced a new brand claim, ‘Einfach kOSTbar’, designed to highlight the region’s culinary, natural, and recreational qualities. This rebranding aims to present East Styria as a unified destination rather than a collection of nine sub-regions. The strategy includes a campaign titled ‘Einfach mal nichts posten’, which encourages travelers to experience nature and relaxation without the constant pressure of social media sharing.

In a separate development, a collaborative humor-based campaign between Carinthia and Styria, titled ‘Ziemlich beste Freinde’, has received international recognition. The campaign invited the public to participate in a joke duel, where citizens submitted humorous remarks about the neighboring state. This creative approach to regional promotion won a gold award at the Best of Content Marketing (BCM) award in Hamburg, Germany, for its ability to engage audiences through emotional and low-threshold content rather than traditional informational advertising.