Cycling campaign: Austria-advertising and länder cooperate

In the context of the Cycling campaign, „You like it? Bike it!“ will cooperate ÖW and country tourism organizations. The common goal: the Image of Austria as a Cycling Destination strengths.

Vienna (OTS) – join forces with a common external appearance for a Cycling holiday in Austria, delight: this is The goal of the Cycling campaign, „You like it? Bike it!“ at the international tourism fair ITB 6. to 10. March celebrates in Berlin the Kick-off. The multiyear campaign, with a budget volume of EUR 2 million for 2019, the largest. It was jointly developed by Austrian national tourist office and the Federal provinces of Burgenland, lower Austria, upper Austria, Salzburg, Styria, Carinthia and Tyrol.

Why the focus on the wheel?

The car used to be the showcase of social Status, is now taking on the Bicycle this role. Cycling is at the intersection of the four Megatrends of health, climate, Lifestyle, and Design. Fueled by the E-Bike Boom, the target group for Cycling holidays has increased significantly. At the same time Austria offers the perfect conditions for Cycling holidays: in addition to the known excellent tourist infrastructure with host-heart of the country scores with exciting landscape about the mountains as a stunning backdrop for conditional challenge – and a perfect Cycling infrastructure, from bike paths and bike parks to Hire.

As the most promising source markets for Cycling holidays to Austria, the eight campaign partners have identified the markets of Germany, the Netherlands and the Czech Republic. In Germany, 10 per cent of the foreign tourists show just a concrete interest in a Cycling holiday, or about 4 million potential guests. In the radaffinen Netherlands, this proportion is 23 percent (2.7 million), the Czech Republic, even 43 per cent (2.2 million). On these three markets, the campaign will be focused.

Topic „Genussrad“

„You like it? Bike it“ is concentrated in the first year on two main topics. Under the focus „Genussrad“ the campaign is the diversity of the holiday country Austria and in the foreground:
In Austria, the varied natural landscapes and cultural treasures are in a confined space. Austria the opportunity for relaxed Cycle before, the world full of nature scenes, (mountains, along rivers and lakes, but also through picturesque villages and cities) and invites you to Stop by and enjoy the local specialties.

Typical „pleasure cyclists“ are the low countries. Are you looking for in Austria-holiday relaxation, time for yourself and appreciate the Immersion in the local culture. In the home market of Germany, however, the second campaign will focus on plays in addition to „Genussrad“ on a roll: mountain bike.

Topic „Mountain Bike“

Austria’s nature as an adventure Playground experience: This offer makes the Radkampagne in the frame of the mountain bike’s center of gravity. Whether in bike parks or on designated mountain bike routes of different levels of difficulty, whether through the Alps or around the lakes:
Austria has the right offers.

For example, for our Czech guests. Of these, we know that you are very adventure refinements. Are you looking for an active holiday experience, the playful Testing of your own potential.

The Campaign

Under the Slogan „You like it! Bike it!“ is promoting the campaign on the advantages of Austria as a Radland. The „campaign umbrella“ form of Videos and pictures, the diversity of the offer under stress, by showing all aspects of a Cycling holiday in Austria, from the stunning scenery and culinary Highlights during a round break. The recognition element in all of the pictures and Videos of the graphical Link between the Slogan and guests (see Subject photos). Guests will find themselves in the respective holiday scene, according to the Motto: „I could be on my next Cycling holiday in Austria.“

The Radkampagne plays mostly digital and directly on the ÖW-own adserver technology. So that distribution losses can be avoided, the target group is effectively reached. Each of the Circuits lead to a Landing Page (bike.austria.info), which supports the guests in finding the appropriate experiences. In the next step, the Landing Page provides information on concrete and appropriate activities in the regions.

A second pillar of the campaign, the direct response of the wheel-communities, such as through Social Media channels. The aim here is to:
The long-term positioning of Austria as a wheel(leave)the country.

Claudia Riebler
communication / spokesperson
T: 01 588 66 – 299
E-Mail: claudia.riebler@austria.info
www.Austria tourism.com/press