Vienna Tourist Board - "Microdose Vienna"
The campaign plays on the concept of "microdosing," traditionally associated with consuming minimal amounts of psychoactive substances, by offering a legal and safe alternative that encapsulates Vienna's cultural experiences. This creative twist allows individuals to "microdose" on the city's essence without leaving their homes.
The campaign features six unique tablets, each representing a distinct aspect of Vienna: Klimt Reflection, Viennese Vibrations, Regal Strength, Lifting Spirit, Tune into Freud, and Spinning the Wheel.
The campaign targets culturally curious individuals and potential travelers who appreciate art, music, history, and unique experiences. It aims to intrigue those who may be considering a visit to Vienna by providing them with a tangible connection to the city's heritage.
TARGET AUDIENCE
About the
Campaign -
The campaign plays on the concept of "microdosing," traditionally associated with consuming minimal amounts of psychoactive substances, by offering a legal and safe alternative that encapsulates Vienna's cultural experiences. This creative twist allows individuals to "microdose" on the city's essence without leaving their homes.
Core Theme of the Campaign -
1. Innovative Concept: "Microdose Vienna" creatively packages the city's cultural highlights into tablet form, offering a novel way to experience Vienna.
2. Collaborative Effort: The campaign is a result of collaboration between the Vienna Tourist Board, Saint Charles Apothecary, and local Viennese institutions, ensuring authenticity.
3. Limited Edition: With only 380 sets available, the exclusivity adds a unique appeal to the campaign.
4. Symbolic Ingredients: Each tablet contains elements directly sourced from Viennese landmarks, such as dust from Klimt's paintings and sound waves from symphony concerts.
5. Global Reach: By offering these microdoses, the campaign reaches a global audience, enticing potential visitors worldwide.
6. Engaging Marketing: The campaign's playful take on microdosing trends captures attention and sparks curiosity.
7. Cultural Immersion: It provides a sensory connection to Vienna's art, music, and history, encouraging deeper exploration.
8. Positive Reception: The campaign has garnered interest and appreciation for its creativity and unique approach to tourism marketing.