On the occasion of the opening of the Austria Pavilion at this year’s Biennale Arte, Austria Advertising is putting the spotlight on the European Capital of Culture Bad Ischl Salzkammergut 2024 in Venice
A “Platte” (“Gondola of the Alps”) and its driver cause a stir in the canals
ÖW managing director Astrid Steharnig-Staudinger with a wink: “Gondoliers in Venice do not have to fear for their jobs. With the campaign we want to promote Austria as a cultural location and the cultural capital of Bad Ischl Salzkammergut.”
With an extraordinary campaign, Austrian Advertising (ÖW) today brought the current European Capital of Culture, Bad Ischl Salzkammergut, into the spotlight of the international public at the pre-opening of the 60th edition of the Biennale di Venezia. The so-called “Platten Taxi” provided “charming competition” for the legendary gondoliers in the canals of Venice. The aim of the campaign is to bring the diverse culture of the Salzkammergut and the program of the Cultural Capital of Bad Ischl Salzkammergut closer to the international audience.
Meet & Greet in Water
Austria is associated worldwide with its diverse cultural history and the creativity and innovative spirit of its artists. Bringing the multi-faceted cultural location of Austria, coupled with Austrian hospitality, into even greater international focus is therefore the central task of Austrian advertising. The aim is to bring the tourism location closer to new target groups.
“When it comes to cultural tourism, Austria and Italy are in the same boat. Nevertheless, we didn’t want to miss the chance to set sail on the Alpine gondola in Venice at the Venice Biennale. But the gondoliers in the lagoon city don’t have to fear for their jobs. With this unique campaign, we want to promote the great cultural location of Austria and the European Capital of Culture, Bad Ischl Salzkammergut,” explains the managing director of Austria Advertising, Astrid Steharnig-Staudinger. As part of the Plätten trip, she was able to welcome the Upper Austrian Governor Thomas Stelzer, Wolfgang Gröller, hotelier and himself an enthusiastic Plätten driver on Lake Traunsee, as well as Elisabeth Schweeger, artistic director of the European Capital of Culture Bad Ischl Salzkammergut 2024.
Capital of Culture 2024: Numerous highlights in the coming months
The timing of the campaign is not chosen by chance: the European Capital of Culture Bad Ischl Salzkammergut 2024 is offering an impressive program with a variety of highlights until the end of 2024. For the first time, the Salzkammergut unites 23 communities to set an example for regional and international creativity and cultural exchange as the European Capital of Culture.
With the start of the Biennale, the lagoon city becomes the perfect stage for Austria to present itself as a diverse cultural country and at the same time as a warm host for international cultural travelers. “Upper Austria is a cultural country with international appeal. This is evident at the Biennale in Venice, and it is also evident at the two big highlights in Upper Austria, the cultural capital of Bad Ischl Salzkammergut and the KulturEXPO on the occasion of the 200th birthday of our composer genius Anton Bruckner. Both attract many guests from abroad to Upper Austria. These two highlights also show that Upper Austria has much more to offer in addition to a wonderful landscape and globally successful companies. Connecting art and culture, they serve as a bridge between people – this is also symbolic for Upper Austria, because we work together here,” says Thomas Stelzer, Governor of Upper Austria.
More information and the entire program of the European Capital of Culture Bad Ischl Salzkammergut 2024 can be found here: www.salzkammergut-2024.at
About the Plätten taxi
The Plätten Taxi is a one-off campaign by Austria Advertising, which was only implemented as part of the officially approved activity. Through its “guest appearance” as part of the Venice Biennale, the Plätte takes on a unique role in the international art context as a living testimony to the importance of intangible cultural heritage. The plate was not used locally as an official means of transport. All necessary official approvals have been obtained.
Questions & Contact:
Thomas Kreidl, MA MSc Deputy company spokesperson Tel.: +43 1 588 66 277 thomas.kreidl@austria.info www.austriatourism.com/presse
