#iamAUT - Austrian National Tourist Board | Clapboard Ad Archive

The #iamAUT campaign by the Austrian National Tourist Board positions Austria as a destination for genuine, unpressured vacation experiences, emphasizing the value of authentic offline moments amid growing social media burnout. The campaign’s core proposition is that vacations should serve as real breaks from the digital world, allowing travelers to fully immerse themselves in Austria's diverse regional cultures and lifestyles without the usual content creation obligations. By enabling influencers to step away from their social media duties and hand over their channels to local “AUTfluencers,” the initiative foregrounds authenticity and local charm as central to the Austrian travel experience, reinforcing the idea that enjoyment and relaxation cannot be fully realized under the constant pressure of online performance. The market strategy leverages a fresh creative insight: acknowledging social media fatigue—not just among typical travelers but notably among influencers themselves—and transforming this challenge into a communication opportunity. Instead of conventional influencer marketing where influencers produce content, this campaign flips the script by having real locals generate authentic content during the influencers’ social media breaks. This approach not only alleviates content pressure but also exposes millions of followers to genuine, unfiltered glimpses of Austrian life, enhancing credibility and engagement. The campaign targets well-known European influencers and their extensive follower bases, encouraging them and others to apply for the AUTfluencer service to experience a true offline vacation. The strategy cleverly balances digital outreach with the growing desire for disconnecting, while capitalizing on influencer networks to amplify Austria’s appeal as a meaningful retreat from online stress. The resulting engagement, with over 25 million views and substantial participation, reflects a successful alignment of cultural insight, influencer collaboration, and authentic storytelling.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign most closely aligns with Associated User Imagery. The creative core centers on swapping famous international influencers with everyday Austrian locals (“AUTfluencers”), who then authentically showcase Austrian life to the influencers’ followers. The narrative leverages highly relatable “real people” as user surrogates, demonstrating the unfiltered, aspirational joy of vacationing in Austria unplugged from social media pressure. Rather than dramatizing a story arc or problem/solution, the campaign invites viewers to identify with these local personalities and their genuine Austrian experience, creating a relatable user reflection rather than a narrative-driven resolution. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats