Woman wearing white fur hat, red ski jacket and blue ski goggles in front of snow-covered mountains.
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Brand Presence and Design
This is how the brand becomes visible and consistently experienced

The brand appearance encompasses the visible and tangible expression of the “Holidays in Austria” brand. It provides the visual framework and translates the strategic brand levels into a consistent, recognizable image.

How the brand becomes tangible – the evolution of "Lebensgefühl Austria"

The globally valid insight (authentic connections, developed with 19 markets) has emerged from the brand itself — specifically from the core value of connection. In turn, this insight feeds into the brand core “Moments full of vibrancy".

At the same time, “Moments full of vibrancy” create the unique takeaway (insight) — which, together with the entire brand model, expresses a distinct FEELING.

This sense of lifestyle is the creative translation of the insight and forms our current brand appearance. In turn, it reinforces the brand as a whole.

The most important things on one page
Brand on a Page
Target Audience on a Page
Lebensgefühl on a page

Lebensgefühl Austria

The Austrian lifestyle unfolds across different dimensions that shape the brand and make it tangible. The following areas illustrate how this lifestyle is expressed and brought to life in communication.

#1

#1 Genuine connections

Austria’s Lebensgefühl isn’t just about nature, culture, or culinary delights. Afterall, they can all be found elsewhere, too. It’s the people in Austria — their warmth, their light-heartedness, and their unique perspective on the world. That’s the crucial difference. They don’t just make Austria beautiful. They make it vibrant, moving – and unmistakably Austria.

#2

#2 Tangible vitality

It’s not the beautiful backdrop that stands in the foreground, but rather, a conscious feeling of truly taking part in everyday life, of living life to the fullest, and of feeling alive.

#3

#3 Intens moments

It’s a feeling that remains in you and one that can only be experienced here in Austria.

We position Austria as synonymous with a unique way of life.
An emotion, a feeling, lies at the center of our communication, not a theme or a destination. And this feeling can’t be translated into any other language. Simply because it can’t be explained — it has to be experienced.

#4

#4 Compelling experiences

Lebensgefühl is:

  • authentic – because we show what is really there, not just what looks nice and perfect.

  • emotional – because we touch people, we don’t just reach them.

  • bold – because we give space for new perspectives and defy expectations.

  • inspiring – because we awaken curiosity and a desire to discover.

  • charming – because we infuse everything we do with humor, integrity, and warmth.

#5

#5 Lasting impressions

Using the Austrian vibe as both a connecting element and a flexible design system makes it easy for us to integrate partner messages. We express the Lebensgefühl, and our partners extend it to places where the feeling comes to life and can be experienced.

Brands are not what we say they are — they are what they create in people's minds.

Scott Cook, Expert in customer-centric brand management

How to Lebensgefühl

The one-pager “How to Lebensgefühl” provides a concise overview of the authentic, inspiring, and bold brand presence. It briefly outlines how Austria conveys a unique sense of lifestyle through its charming warmth and unconventional approach.

Lebensgefühl on a page

Tone of voice

Tone of voice (also: tonality) describes the way the brand speaks, how it presents itself, the atmosphere it conveys, and how its communication should be perceived by the target audience.

emotional

We appeal to people’s emotions. Our communication touches their hearts, no- body is left unaffected. This conveys the warmth and vibrancy that are so typical- ly Austrian and leaves in the visitor a desire for more. A desire for more of what Austria has to offer.

inspiring

We provide stimuli and encourage guests to try something new, to shift perspectives, to discover the country and its people — but to also see them- selves in a new and different way.

authentic

We focus on authenticity and credibility. Everything – nature, culture, people, and places – is portrayed exactly as it is and how the guest experiences it – unfil- tered and natural.

bold

We move beyond conventional content, introducing fresh, unexpected perspectives. We take a clear stance, stand up for our values, and communicate directly and honestly to inspire reflection and action.

charming

Our guests are invited to immerse themselves in the vibrancy of the Austrian way of life and discover the unique charm of its people. Our communication reflects this warmth — polite, expressive, and authentic — so guests feel understood, appreciated, and truly welcome.

vibrant

The dynamic energy of genuine connections is at the heart of everything we do. It makes us feel vibrant and alive, allowing us to experience every moment in its full intensity. People not only identify with this, but also feel drawn to and energized by it.

Corporate Design

Austria’s “Lebensgefühl” should not just be experienced – firsthand and authentically – while on holiday, it should also be reflected in the communication design. To this end, specific design elements that capture the right “vibe”, in the literal sense of the word, are used.

Corporate Design

Design creates identity.

Kurt Weidemann, German graphic designer and typographer

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