Non Disclosure Austria

Creative idea

Austria became the first country to require tourists to sign an NDA. To address overtourism, we transformed destination discovery into an activation. Travelers were invited to visit non-disclosure-austria.at, to discover more than 100 hidden gems for their visit to Austria. But to get access to the recommendations by real locals they had to sign a Non-Disclosure Agreement. The website turned a simple click into a commitment. Visitors had to actively participate. By turning secrecy into a tourism strategy, we sparked a global conversation about overtourism, created an exclusive circle of insiders, and helped redistribute visitor flows towards less-frequented destinations.

Brand name: Österreich Werbung / Austrian Tourism
Advertiser / client: Österreich Werbung / Austrian Tourism
Product / service: Tourism Industry
Campaign name: Non Disclosure Austria
Agency network: SERVICEPLAN
Agency: Serviceplan Austria
Media agency: dentsu X
Digital agency: 101, TACSY
Web address: https://non-disclosure-austria.at
Agency chief executive officer: Alex Schill
Chief creative officer: Matthias Piskernik
Creative director: Axel Spendlingwimmer, Michael Maier
Art director: Marina Mrvka
Copywriter: Michael Maier, Anna Sramek, Jakob Paulnsteiner
Designer: Marie-Gracielle Oniemba
Account director (agency): Philipp Dohnal
Client account director: Christoph Oberlechner, Raphaela Frauscher
Managing director: Marion Janda, Christian Hellinger
Film production: Kaiserschnitt Film
Director: Thomas Cervenca
Director of photography: Jens Wirtzfeld, Valentin Lilgenau
Music: Innenhof Studio