THE VIENNA TOURIST BOARD’S NEW BRAND IDENTITY

Adding value withemotion

From objectives
to strategy

Strong brands create a clear, distinctive and relevant image in consumers’ minds, and in doing so increase desirability. They are emotional constructs that exist in our heads and essentially create appeal through aclear position, going beyond the functional aspects of the product they
represent, and generating added value through emotional attachment.
This is particularly important in tourism since travel decisions areprimarily led by emotional motivation.

Given the complexity and diversity of a tourism brand, a clear andconsistent brand image in all communications is a vital aspect ofpresenting a brand effectively.
Which is why the ViennaTouristBoard’s objective is to further sharpen
the focus within its marketing activities.

WE CAN ACHIEVE THIS BY

The positioning of the brand is characteristically and authentically
Viennese, clearly differentiated from competitors on the market andcreates emotional resonance.

CREDITS
Published by: ViennaTouristBoard, Invalidenstr. 6, 1030 Vienna T: +43-1-21114-0, E: brandmanagement@wien.info
Copyrights: All images © WienTourismus/Peter Rigaud, Concept and design: WIEN NORD/seite zwei
Vienna, October 20163Fromstrategy tobrand coreamThis attitude reflects a freedom to consciously enjoy objects ofinterest in the city as well as moments. Vienna sets the stage forindividual enjoyment and encourages its visitors to savor every
moment of their stay according to their personal preferences and in
all its rich variety.
The brand core value serves as an “invisible” strategic leitmotiv. It iscreatively interpreted and brought to life in brand communications,and as such stands independently from the claim.

WhataI?

mENCOURAGINGENJOYMENT

doatWhIoffer?

sent
myself?

ke?
I li

WhoIn collaboration with Munich’s Gruppe Nymphenburg the neuromarketing approach was selected to help develop strategic positioning.
Taking the existing brand definition as the starting point, theVienna brand was subjected to a comprehensive analysis, which
examined at internal and external perceptions as well as leading
competitor cities. Here, as at the stage of creative implementation,
evolutionary thinking was at the forefront.

The brand core, “Encouraging Enjoyment”, was at the heart of thenew positioning. It defines the overarching stance of the Vienna
brand, which is applied at an emotional level and covers the manydifferent tourist sights, attractions and other aspects of the city. Thisapproach supports focused global brand communications, which
also underlines the capital’s wide variety of attractions.

eprI
doHow

5

From
brand core
to brand benefit

Enjoying Vienna’s
musical and cultural
attractions

To become relevant, a brand must demonstrate its social advantages.
It refers to the target group‘s motives and needs that can beaddressed by the product being offered. This is achieved by theemotional moments of enjoyment that Vienna delivers for its visitors.
The functional advantages zero in on the city’s diverse offering, which
is bundled in the five assets of the Vienna brand.

Enjoying Vienna’s
culinary culture

Enjoying
green Vienna

Enjoying Vienna’s
imperial heritage

Enjoying thecontemporary,livable city

From brandpositioning into
the minds of thetarget groups
There are specific target group focuses depending on the market, toensure that the various circumstances and the potential are used to
the greatest possible effect.
When attempting to explain people’s different behaviors,a deeper understanding of their circumstances, attitudes and motives is far more revealing than looking at purely socio-demographic factors. Which is why the ViennaTouristBoard is working withLimbic® types in the new brand strategy.
Four target groups have been identified as the most relevant
globally for Vienna’s brand communications, based on analysis ofextensive market research data.

GLOBAL CORE TARGET GROUPEMOTIONAL CORE:ENJOYMENT, ACTIVE LIFESTYLE,OPENNESS TO NEW THINGSMembers of the open-minded target group have an optimistic, active
attitude and say yes to whatever life throws in their path. Enjoyment ismore important than status. Cultured and appreciative of art, they liketo consume and are open to new trends. They are particularly well informed when it comes to travel and are often asked for recommendations by other people. They have a predilection for city breaks, since
they like discovering new things, and the majority of them take several short breaks a year. Although this target audience can be found in
all demographic groups, they are more likely on average to be female,younger and better educated.

EXTEND GLOBAL CORE TARGET AUDIENCE

Most heavily represented in middle aged groups, this is a primarily
male, higher-income target audience. Status and prestige areparticularly important.

This young target group is always on the lookout for new experiences.
Individualism and spontaneity are particularly important.

This group is predominantly female and middle-aged. Harmonizers
are particularly family-oriented and represent a broad demographic
cross-section.

9From theory
to practice
The “Encouraging Enjoyment” brand core is made tangible by emotionally involving the person interacting with it. We focus on memorable emotions that are triggered by obvious moments of enjoyment. It
is precisely these moments that make a trip to Vienna so unforgettable and ensure that the stay lives on as a positive memory.

LOGO AND CLAIM
Among its peers, Vienna stands out as the “cultivated jewel”. Taking
our cue from this, we express the city’s premium self-image in our logo.
A moment of enjoyment that endures for ever: our slogan constitutes this notion, captured in words. It provides a thematic constantfor our brand communications.
The separator in the center of the slogan references a Wiener
Werkstätte trademark symbol and provides a visual break, representing a pause to savor a moment of enjoyment. The lack of punctuation at the end symbolizes that this moment lives on forever in ourthoughts.

THE CORPORATE DESIGN
Our new corporate design unites several brand codes in a flexible, recognizable pattern of communication. A so called letterframe captures
the individual moments of Vienna, and the Framefont continues thisidea on a visual level, enabling a lively dynamic design that interacts
with the content of the image and provides a departure from traditional
thinking in terms of predetermined positioning of elements.
The more open and softer Vienna red and the selected typography further emphasize the brand’s independence.

Framefont

Letterframe

13

THE VISUALSWe show people in a moment of enjoyment. The human presence
can also be felt in detail shots. Vienna is set as a stage and is tangible in every image. The photography captures the moment andtells stories. Some images are more active, some are more observational.
The images appear genuine and fresh, are full of life and allow thebeholder to feel the beauty and elegance of the city. Our color
scheme is rich in contrasts, open and contributes to a calm andharmonious composition.

15

THE CENTRAL IDEA
Vienna offers the experiences of a major world capital, without thestress factors associated with a major world capital.
This easygoingness is also expressed by the central communicative idea – as numerous personal moments of enjoyment thatcan only be experienced in Vienna. However, instead of telling ourtarget audience which moments of enjoyment await them in the city,
we trigger their imagination – by inviting them to join in the experience of enjoyment being savored by a person in Vienna.
This means that every contact with the brand establishes anemotional connection to the person experiencing it.

THE HEADLINE SYSTEM
Like the slogan – our headline system plays with punctuation. In tandem with images, it creates a story in the reader‘s mind and expresses
the desire to visit Vienna.
The first part communicates on a kind of factual level:“Where am I?”, “What am I doing?”, “What can I see?”.
The second part conveys the sensory enjoyment level and touches
on the feelings triggered by the moment being experienced.
The lack of punctuation at the end symbolizes that this moment lives on forever in our thoughts.

Danube Canalwww.vienna.info

At home in Vienna.
Even if you live somewhere elsewww.vienna.info
Café Sperl

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Coffee to stay.
Memories to govienna.convention.atIn the capital of the waltz.
And everything revolves
around my eventViennaTouristBoard

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