Vienna (OTS/RK) – Lipizzaner sweat, dust particles from Klimt’s “Emilie Flöge” or steel particles from the Ferris wheel – these are some of the ingredients in the pills that Vienna Tourism is making available to people in the USA and Great Britain as part of its current “microdose vienna” campaign. The pointed campaign promises a special kind of awareness expansion with a limited collection – and attracts people to Vienna.

“Microdosing” – currently particularly popular in the Anglo-American region – describes the use of pharmacological active ingredients in minimal doses to increase creativity, concentration and feelings of happiness. As a legal alternative to consuming real drugs, Vienna Tourism, together with Vienna’s Saint Charles Pharmacy, pressed six hand-picked Vienna moments into six different tablets. The main ingredients are the sweat of a Lipizzaner stallion from the Spanish Riding School, sound waves from a concert by the Vienna Symphony Orchestra, dust particles from Gustav Klimt’s “Emilie Flöge”, wine stone from the mixed set from the Heuriger Mayer on Pfarrplatz, steel particles from the Vienna Ferris Wheel and the spirit from Sigmund Freud’s recently discovered private safe. The campaign calls on the audience via social media and also via video: “Take a Trip to Vienna” – because just one essence of the city can be deeply captivating.

“With ‘microdose vienna’ we enable you to have a concrete look at Vienna’s opulence and beauty before you travel to Vienna – in a small dose, because Vienna’s rich cultural heritage can be overwhelming. The Vienna moments in pill form present the city as a pulsating center for art and culture, the visit of which broadens the horizon and awareness, but also has the potential for addiction. Because our analysis shows: Around half of all guests in Vienna are repeat visitors or regular guests. Once you get a taste for it, Vienna won’t let you go,” says Norbert Kettner, Director of Vienna Tourism.

Exclusive Vienna moments in the competition and for multipliers

WienTourismus sent its exclusive tablet collection – packaged like a pharmaceutical product – to selected media representatives and content creators in the USA and Great Britain. He will also present “microdose vienna” at a press event in New York in April. Although the pill sets are not available for purchase, audiences in the US and the UK also have the opportunity to receive ten sets each via a competition on the campaign’s landing page. “The USA is Vienna’s largest long-distance market, and Americans are clearly the focus of the current campaign as the target group. The purchasing power and crisis resistance of this market has already proven itself again last year, which is why Vienna Tourism is placing a marketing focus on the United States this year too,” says Kettner.

Links

This media information including images online.

Questions & Contact:

Walter Strasser
Tel. +43 1 211 14 – 111
walter.strasser@wien.info

Marie-Therese Tropsch
Tel. +43 1 211 14 – 117
marie-therese.tropsch@wien.info