Austrian - #FromTo

Austrian - #FromTo

Following an EUR 90 million investment in its long-haul product, Austrian Airlines this spring launched a campaign called FROM/ TO that aims to re-establish trust and a stronger identification with the brand.

According to Austrian the campaign was about “Being a part of Austria and the feeling that with Austrian, passengers don’t just fly from A to B, but that the flight is part of the travel experience as well.” The FROM/TO campaign was supported by a wide range of media formats, from TV spots through to print ads, online banners, and online videos featuring Austrian opera singer Anna Netrebko and Olympic downhill ski champion Matthias Mayer .

At the heart of the campaign was the myaustrian.com microsite which – in an effort to create authentic messages around the brand – invited fans and followers of the airline to share their personal experiences with the community and battle in a contest for the best submissions. Each week a new theme, inspired by the new advertising campaign, was presented with an open-end: Participants from the Austrian community then could complete the thought, add a photo via an application on the microsite or via Facebook, which would then be turned into a similar format as the advertising campaign. The most inspiring moments ended up on a daily basis on myaustrian.com #start and on the Austrian Airlines Facebook page . During the campaign, each week the ten best entries were awarded with a EUR 50 voucher and the overall winner of the contest saw his/her image featured on a large poster at Vienna Airport.