VIENNA`S BRANDING CAMPAIGN – STRATEGIC OPTION FOR DEVELOPING AUSTRIA`S CAPITAL IN A TOP TOURISM DESTINATION

Abstract

The fact that Vienna is an attractive tourist destination, well known internationally is undeniable. With its imperial splendour and remarkable cultural image, Vienna has become, in the recent years, an attractive tourist destination, reaching in 2010 over 10.8 million overnights, far exceeding its own targets. The study presents the key elements of the Austrian capital new branding strategy from a synthetic-descriptive perspective and examines the vectors that generated its success. The paper evaluates both quantitative and qualitative effects that had a major impact on increasing visitors number and overnight stays, on increasing familiarity and preference for Vienna among the target-groups (tourists, investors). The benefits resulting after the branding campaign were not only material, Vienna earning also a fantastic reputation around the world, and creating itself an attractive and compelling image, as a unique tourist location through its peculiarity.Brand, city brand, brand strategies, tourism, advertising campaigns, strategic development.