Discover the Vienna Tourist Board's Brand Identity

Dive into the essence of Vienna as a brand and explore how it creates a unique and irresistible image of our beloved city.

Vienna as a Brand

Vienna’s brand strategy focuses on painting a distinctive picture of the destination in the minds of our visitors. By creating a desire through its authentic character and emotional appeal, Vienna stands out as a city of unparalleled charm and elegance.

The Brand Strategy

To become even more relevant to potential guests, we have further developed Vienna’s brand position and redefined our target groups. This strategy involves:

• Differentiating Vienna from its competitors
• Highlighting the city’s authentic character
• Infusing the brand with emotional meaning, as travel decisions are primarily driven by emotions

Our repositioning focused on the customer benefit, reflected in the new brand core and overall brand presence.

The Brand Presence

"Vienna offers the experiences of a city without the stress factors of a city."

This is conveyed through personal moments of enjoyment unique to Vienna. The new logo and corporate design capture Vienna’s premium image, encapsulated in the claim

"NOW. FOREVER" (JETZT. FüR IMMER).

Vienna's Brand Personality

Vienna is not just a city; it’s a character with a vibrant personality. Picture Vienna as a fascinating person full of charm and magnetism. She embodies the roles of the Lover, the Queen, the Friend, the Hostess, the Star, and the Muse, each bringing out a unique aspect of the city's allure. This multifaceted character makes Vienna an unforgettable destination that visitors fall in love with, time and again.

For full details, download our brand booklet here.

Campaign Highlights

Explore a selection of campaigns that have earned Vienna international acclaim in recent years here.