The summer holiday season is about to begin and Wien Nord Serviceplan has become the second brand this year to turn influencers into tourists. In May, We Are Social and Contiki challenged travel influencers to de-phone while it filmed them enjoying a “real” holiday.
We Are Social and Contiki filmed their influencers. This time, while the influencers indulged in a real vacation without any social media obligations or content plan, Serviceplan and Australia Tourism handed their accounts over to normal Austrians (dubbed AUTfluencers for the campaign), who showed off Australia from a local perspective. The influencers left their smartphones behind, encouraging other tourists to do the same.
German lifestyle influencer, xLaeta, kicked things off in June. She started in the city of Mozart Salzburg and used her offline time for a relaxing vacation – without a smartphone. Meanwhile, her account was taken over by AUTfluencer Lieselotte, who showed that food is central to the Austrian way of life. Italian influencer, Giulia Lamarca enjoyed an offline vacation in Schladming, while Polina Burashnikova from the Netherlands in Seefeld in Tyrol and Jitka Novackova from the Czech Republic at Lake Traunsee also enjoyed a break from the duties of a social media personality.
Meanwhile, their accounts were managed by locals who gave over 4.1 million followers authentic insights into everyday life and culture in Austria, giving the influencers real time to discover the Austrian way of life.
“Our aim was to draw attention to the important issue of social media pressure. A lot of people find themselves overwhelmed and urgently need a break from it. At the same time, we wanted to showcase Austria’s diverse regions as perfect hideaways for a time-out. Our AUTfluencers have achieved this in an incredibly authentic and humorous way,” stated Sandra Stichauner, CMO of Austria Tourism.
The idea proved to be very popular. 25 Mio Views and over 100 applications achieved more than 2.3 million followers from 15 countries.
Christian Hellinger, creative director at Wien Nord Serviceplan, commented, “The #iamAUT initiative shows in a refreshing way how cooperation with influencers can be rethought in tourism. Is it possible to fully enjoy the Austrian Lebensgefühl if the unforgettable moments later have to be processed as content? In order to really take the pressure off social media for the duration of the stay, the initiative simply outsources content generation – in an entertaining, authentic way that conveys more local charm than a conventional post ever could.”
Until the end of July, other influencers can apply for an offline vacation and to be represented by AUTfluencers during their social media time-out. Find everything you need to know here. iamaut.at/.
Credits:
Client: Austrian National Tourist Board
Creative Agency: Wien Nord Serviceplan
Account Director: Stephanie Lechner
Account Management: Madlen Berger
Chief Creative Officer: Christian Hellinger
Creative Directors: Georg Rernböck, Axel Spendlingwimmer
Concept & Copywriting: Pia Rosenstingl, Michael Maier
Graphic Design: Sarah Kitzmüller, Marie-Gracielle Oniemba, Igor Klymenko
Production Company: Kaiserschnitt Film
Director: Sandra Vucic
DOP: Christoph Trojer
