Unhashtag Vienna

By | Category: Travel destinations

Vienna – only 10 photos please

In the last couple of weeks there has been a rather unusual tourism campaign in London.

The Austrian capital city, Vienna, has campaigned in the UK (actually just London) to convince visitors to forget selfies and take fewer photos while in the city. But isn’t that what visitors do? Take pictures. Hundreds of them!

The city’s Unhashtag Vienna campaign runs on posters in London, as well as on social media, with the message ‘See Vienna – not #Vienna. Enjoy the city behind you pics!’ Is that a little confusing?

What the promotion plans you to do is to concentrate on seeing the sights of the city rather than just concentrating on you taking photographs of landmarks, you in the images of landmarks and then spending ages sending them to friends or posting them here there and everywhere but in particular Instagram.

The boss of the city tourist board, Norbert Kettner, said the campaign wasn’t about ‘finger wagging’, but rather about encouraging visitors to concentrate on ‘experiencing individual moments and attractions, with fewer selfies and ‘a little more discernment’. He went on to say that “our campaign shouldn’t be seen as us railing against social media. After all, we use it extensively ourselves in our tourism marketing activities to spread our own messages – including in this campaign.”

Landing at the airport in Vienna, visitors couldn’t miss the message which was in the arrivals area. “Welcome to Vienna. Not #Vienna,” They could also borrow free instant cameras, limited to just 10 shots, at the tourist information in Albertinaplatz.

But is a fine line between telling visitors to reduce their social media life and putting people off from visiting. Only time will tell if the promotion works.

But if the promotion was also designed to stimulate exposure in the media then it has achieved its purpose. Otherwise I wouldn’t be writing about it.

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