#iamAUT - Austrian National Tourist Board | Clapboard Ad Archive
The #iamAUT campaign launched in 2024 by the Austrian National Tourist Board, in collaboration with Wien Nord Serviceplan, offers a compelling response to the rising social media burnout that affects not only influencers but also everyday users. By inviting prominent European influencers such as xLaeta, Giulia Lamarca, Polina Burashnikova, and Jitka Novackova to experience genuine, offline vacations in picturesque Austrian locales like Salzburg, Schladming, Seefeld, and Lake Traunsee, the initiative flips traditional influencer marketing on its head. These influencers were encouraged to disconnect from their social media duties, handing over their channels to local Austrians—dubbed AUTfluencers—who shared authentic insights into the rich tapestry of Austrian culture and daily life. This role reversal not only allowed the influencers to engage deeply with the Austrian lifestyle without the pressures of content creation but also provided their substantial follower bases with unfiltered glimpses into the country's unique offerings. The campaign's core message emphasizes the importance of mental well-being in an increasingly digital world, advocating for real experiences over curated online personas. With over 25 million views and more than 100 applications from influencers eager to partake in this unique offline experience, the #iamAUT initiative resonates strongly with the growing desire for digital detoxes. Clapboard rates this campaign 78/100. The initiative signals a significant shift in how influencer collaborations can be structured, demonstrating that authenticity and local charm can be prioritized over the conventional expectations of social media engagement.
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