Vienna, Austria, April 2, 2024: The Vienna Tourist Board is thrilled to unveil its groundbreaking marketing campaign, "microdose vienna," set to debut on April 2nd. This pioneering initiative is strategically crafted to target the USA and UK markets, aiming to garner widespread attention for Vienna and its esteemed cultural institutions by tapping into the popular concept of micro-dosing. Limited edition pills containing actual horse sweat and parts of a Klimt painting, among other essences of Vienna, are the centerpiece of the campaign.
The city of Vienna is a vibrant amalgamation of imperial heritage, classical music, art, and cutting-edge culinary innovations, with a number of iconic figures, from Empress Sisi to Freud, leaving indelible marks on the capital. This blend of imperial grandeur and artistic prowess makes Vienna a captivating destination where the echoes of its glorious past resonate harmoniously with its contemporary vibrancy. For those wishing to experience a taste of what the city has to offer, the Vienna Tourist Board is unveiling their innovate new marketing campaign, "microdose vienna".
Crafted in collaboration with Saint Charles Apothecary and local Viennese partners, the campaign offers a limited collection of 380 sets of tablets encapsulating the essence of Vienna's rich cultural heritage. This exclusive offering provides a legal and safe alternative to the microdosing trend, inviting consumers to embark on a journey through Vienna's cultural tapestry without leaving their homes.
The "microdose vienna" campaign presents Vienna in a novel light by encapsulating the city's quintessential experiences into tablet form, showcasing it as a vibrant hub of art and culture. These tablets, meticulously crafted with ingredients symbolizing Vienna's cultural richness, offer a unique opportunity for audiences to experience the city's essence.
The campaign features a curated selection of pills, each embodying a distinct aspect of Vienna's cultural and artistic heritage. The collection includes dust particles from one of Gustav Klimt's masterpieces, sound waves from Wiener Symphoniker concerts, tartaric acid crystals from Viennese vineyards, microscopic steel particles from the Giant Ferris Wheel, and even the distilled sweat of Lipizzaner stallions from the Spanish Riding School. Additionally, tablets were stored in Sigmund Freud's private safe, paying homage to Vienna's intellectual legacy.
List of all pills available
- Klimt’s Reflection: introspection, radiance, inspiration
- Contains dust particles of Gustav Klimt’s Portrait of Emilie Flöge (provided by the Wien Museum)
- Viennese Vibrations: emotional, resonance, harmony
- A dose of Vienna’s symphonic mastery (provided by the Wiener Symphoniker)
- Regal Strength: power increase, confidence boost
- Capturing the spirit of the Lipizzaner stallions (provided by the Spanish Riding School)
- Lifting Spirit: recreation, letting go
- Bottling the essence of Viennese wine (provided by winery Mayer am Pfarrplatz)
- Tune into Freud: enlightenment, clarification
- Drawing inspiration from the profound legacy of Sigmund Freud (provided by the Sigmund Freud Museum)
- Spinning the Wheel: mood lift, clarity
- Steel from the world’s oldest still running Giant Ferris Wheel (provided by The Vienna Giant Ferris Wheel)
With the slogan "Take a Trip to Vienna," the campaign encourages individuals to start their Vienna experience with a micro-dose, promising a captivating journey into the heart of the city.
Norbert Kettner, CEO of the Vienna Tourist Board, remarks: "We are thrilled to launch 'microdose vienna,' a unique campaign that embodies Vienna's innovative spirit and cultural richness. Through this initiative, we invite the global community to sample a taste of our city's essence, aiming to create a meaningful connection with Vienna. We want to share a piece of our city's soul in a novel way, proving that even a small dose of Vienna can be profoundly captivating. We look forward to welcoming visitors to explore the full beauty and depth of our city."
The "microdose vienna" pills are produced in a strictly limited edition and will be available starting April 2nd. Interested parties are encouraged to register at microdose.vienna.info for a chance to secure one of these exclusive sets.
About the Vienna Tourist Board
The Vienna Tourist Board is dedicated to promoting Vienna as a prime destination for both meetings and cultural and leisure tourism. Innovative campaigns like "Unhashtag Vienna" (2018), "Vienna Strips on OnlyFans" (2021), and now "microdose vienna" showcase the city's rich heritage, unparalleled art scene, and vibrant lifestyle to a global audience.
About Saint Charles
Founded by a 6th generation pharmacist, Alexander Ehrmann, Saint Charles combines traditional European medicine with modern twists to create natural cosmetics, aromatherapy and herbal remedies formulated from natural ingredients sourced largely from regional and sustainable cultivation.
The "microdose vienna" tablets and capsules don't contain any active ingredients and are safe for consumption. Please read the package insert carefully in case you are allergic to any of the ingredients.
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Contact:
Vienna Tourist Board
Helena Steinhart
Media Relations
+43 1 211 14-364
helena.steinhart@vienna.info
US Press Contact
Rebecca Austin
C. 805.990.3710
Rebecca.Austin@aboutdci.com
UK Press Contact
Alex Liste
t: +44 (0) 1865 237 990
alexandra.liste@lemongrass.com
