Promoting the lesser-know attractions of a historic city
The challenge
Vienna needed to shine a spotlight on its lesser-known attractions while aligning with key strategic priorities: the 2021 visitor economy strategy, sustainable meetings and events, and the 150th anniversary of the World Expo. The task was to balance cultural storytelling with sustainability and legacy and make it compelling for top-tier UK media
Our approach
We built a culturally led PR strategy that moved beyond Vienna’s headline attractions, positioning the city as a forward-thinking destination with depth, heritage and sustainability at its core. Storytelling was anchored to three clear pillars: lesser-known cultural experiences, Vienna’s leadership in sustainable meetings and events, and the global significance of the World Expo’s 150th anniversary.
The result
Over a six-month period, the campaign secured 70 pieces of high-quality coverage, delivering sustained visibility across national and lifestyle media.
Standout placements were achieved in House & Garden, The Telegraph, The Times, Forbes, the Evening Standard and The Independent, positioning the destination within both cultural and mainstream travel conversations.
A strategically curated cultural press trip further strengthened authority, resulting in dedicated coverage from writers at The Telegraph, BA High Life and The Spectator, reinforcing the campaign’s focus on depth, heritage and cultural credibility.