Kitzbühel Tourismus launches campaign to redefine luxury

Kitzbühel Tourismus has launched a new teaser campaign titled ‘Darf ich dich was fragen?’ (May I ask you something?) to redefine the concept of luxury for the modern era.

Moving away from traditional clichés such as champagne and exclusive dinners, the campaign explores whether contemporary luxury is found in experiences, lifestyle, and valuable moments rather than material possessions. Dr. Viktoria Veider-Walser, Managing Director of Kitzbühel Tourismus, noted that luxury means different things to different people and aims to highlight these diverse perspectives.

The initiative builds upon the ‘New Premium’ model established during the ‘wirsindKitzbühel’ branding process initiated in 2021. The resulting image film is designed to offer a new perspective on the region, focusing on observation and attitude rather than direct explanation.