A recent campaign for the Vienna Tourism Board used
misdirection as an effective tool.
To attract tourists to its visual wonders, Jung von Matt Donau created an innovative campaign — “Unreal Estates” — for the Vienna Tourist Board.
Rather than promote Austria's capital in magazines or out-of-home, the agency posted iconic residences on Realtor.com. A public looking for homes suddenly discovered the splendors of the Schloss Schonbrunn Palace, summer home to the Habsburg monarchs, one of the main European dynasties from the 15th to the 20th century, or Hermesvilla, the country home of Empress Sisl, known as "the castle of dreams.
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Opulence is part of Vienna's imperial past.
Other notable buildings included Sigmund Freud's townhouse and the Belvedere Palace, which houses the world's largest collection of Gustav Klimt's art, including his iconic "The Kiss."
Stefan Bauernberger, creative director at Jung von Matt DONAU, said: “By hijacking a platform where people are craving magnificent architecture and interior design, we managed to seduce them into taking a trip to Vienna. In Vienna, we can easily satisfy that thirst.”
Those who imagined themselves living inside a royal Viennese residence still have options: They can visit.