Unrating Vienna

Creative idea

Many travel destinations start to feel the downside of online rating portals over the decision-making process of travelers. Vienna saw an opportunity to bring its brand positioning to life by challenging the influence of “the algorithm”. For our campaign we emblazoned the worst and weirdest real user reviews found on online rating platforms over imagery of perfect moments and experiences in Vienna to help visualize the absurdity of the ratings mania. The campaign was rolled out in 5 European countries. In Vienna, one of the world’s leading art galleries had its most absurd ratings projected onto its façade.

Brand name: Vienna Tourist Board
Advertiser / client: Vienna Tourist Board
Product / service: Travel Destination Vienna
Campaign name: Unrating Vienna
Agency network: SERVICEPLAN
Agency: WIEN NORD Serviceplan, Vienna
Additional company: Bacon & Bold (Vienna), Lichttapete, PANI Projection and Lighting, Havas (Vienna), Media.at, Apart
Web address: https://unrating.wien.info/en-us
Executive creative director: Edmund Hochleitner (WIEN NORD Serviceplan)
Creative director: Christian Hellinger, Bernd Wilfinger (WIEN NORD Serviceplan)
Art director: Christina Hosiner, Judith Kroisleitner (WIEN NORD Serviceplan)
Copywriter: Leopold Kreczy, Josephine Gasser (WIEN NORD Serviceplan)
Account director (agency): Markus Mazuran, Stefan Graf, Carina Stölzle, Katja Oswald-Steinbauer (WIEN NORD Serviceplan)
Client account director: Claudia Wieland, Lukas Merl, Ann-Kathrin Hitz (Vienna Tourist Board)
Photographer: Paul Bauer (Paul Bauer Photo), Peter Rigaud (Peter Rigaud)
Post production: René Vogelmann, Wolfgang Brandstätter, Stefan Löffler (Final Artwork, WIEN NORD Serviceplan)
Additional company: Tom Strobl (Tom Strobl, Developement), Thomas Hitthaler (Thomas Hitthaler, Installations)