Non Disclosure Austria

Creative idea

Austria became the first country to require tourists to sign an NDA. To address overtourism, Austria put its hidden gems behind a Non-Disclosure Agreement. We teased these real recommendations from locals on social media, but every place was censored, blurred or bleeped. To access the full stories and more than 100 curated recommendations, users had to sign a Non-Disclosure Agreement. By withholding content rather than maximizing exposure, the campaign created desire, rewarded curiosity and transformed local travel knowledge into content people actively sought out and valued.

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