The Vienna Tourist Board picked up more than 50 international awards in 2022. The lion's share – including three Cannes Lions – were for its globally successful "Vienna strips on OnlyFans" campaign.

Vienna Strips on OnlyFans

The Vienna Tourist Board attracted worldwide attention in the fall of 2021 with its Vienna strips on OnlyFans campaign, which showed seminal nude artworks from Rubens to Schiele on the OnlyFans social network, in response to repeated censorship on other social media channels. From CNN to the Frankfurter Allgemeine Zeitung, and the Late Night Show with Stephen Colbert to France's Le Figaro broadsheet, media around the globe reported on the campaign and Vienna as a destination. In total, just under 3,000 media reports (earned media) were registered. In recognition of its work, the Vienna Tourist Board won a large number of nationally and internationally renowned creative awards for its campaign. Highlights included the Cannes Lions Awards (arguably the highest-profile advertising competition in the world), The One Show Awards in the US, the D&AD Awards in the UK, and the Art Directors Club (ADC) Award in Germany. In Austria, the Vienna Tourist Board and its agency Jung von Matt/DONAU scooped nine prizes at the CCA Awards, including Client of the Year. Overall, the campaign picked up 47 awards.

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Credits:
WienTourismus: Claudia Wieland, Isabella Graf
Jung von Matt DONAU: Michael Morgenbesser, Denise Danninger, Julian Frener, David Payr
Cooperation partner: Albertina Museum, Leopold Museum, Kunsthistorisches Museum, Naturhistorisches Museum

Get me Out, Freud!

In its Get me out, Freud! campaign, the Vienna Tourist Board set its sights on digitally augmented reality, a phenomenon that has gathered even more speed and traction as a direct result of the coronavirus. In partnership with the Sigmund Freud Museum, the organization sent an avatar of the father of psychoanalysis into the metaverse where he sought out other users’ avatars and suggested they take a break from the online world – and come to real-world Vienna instead. The Vienna Tourist Board and its agency Jung von Matt/DONAU received three advertising awards for the campaign.

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Credits:
WienTourismus: Claudia Wieland, Janine Hartl, Isabella Graf, Lukas Merl
Jung von Matt DONAU: Michael Maria Morgenbesser, Franziska Maria Lequen , Alicia Rocki , Franziska Brunner, Johanna Philipp, Sascha Jörres, Metaverseworldbuilders (Avatar & Wearables), Christoph Martinek (Produktion/Motiondesign)
Cooperation partner: Sigmund Freud Museum

United Cities of Tourism

The Vienna Tourist Board’s United Cities of Tourism campaign, run in cooperation with Austrian Airlines and Austrian Federal Railways (ÖBB), sent one Viennese resident on vacation for every 100th visitor to the city, moving the importance of city tourism into the international spotlight. In a high-profile media stunt, Vienna, London, Berlin, Milan and Barcelona took control of each others’ Instagram accounts for a short time during the campaign, which was deployed in six of the Austrian capital’s key incoming markets.
The result of the Jung von Matt/DONAU-led campaign: Bronze at the webAD Awards.

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Credits:
WienTourismus: Claudia Wieland, Lukas Merl, Isabella Graf, Janine Hartl, Sandra Tiller, Elisabeth Breuer
Jung von Matt DONAU: Michael Maria Morgenbesser, Franziska Lequen
Kaiserschnitt-Film: Noel Loozen, Matthias Papst, Yannick Stross, Markus Schleinzer
Tonstudio: Blautöne
Havas Media Austria (Mediaagentur Offline): Nina Blazejovsky
dentsu (Mediaagentur Online): Jennifer Moth
Cooperation partner: Austrian Airlines und Österreichische Bundesbahnen

Vienna – a luxurious journey

The promotional film "Vienna – a luxurious journey" provided a special insight into the city’s opulent soul, revealing some of the sides to the capital that are most appealing to luxury travelers. Straight from the Freudian playbook, the video draws on a dreamlike interplay of elegance, materiality and sensuality. The video profiled some of Vienna’s top purveyors of luxury goods and experiences. Among the illustrious locations featured were the Vienna State Opera, the Kunsthistorisches Museum Vienna, Hotel Sacher and the Spanish Riding School. The Vienna Tourist Board and its agency seite zwei received three advertising awards for the film.

© WienTourismus/Paul Bauer

Credits
WienTourismus: Claudia Wieland, Patrick Hilz
seite zwei: Stefan Mayer, Marcus Zoller, Gabriel Hyden
Film production: Kaiserschnitt Film GmbH
Music & sounddesign: un.studios

2022 Awards at a Glance