Non Disclosure Austria

Creative idea

Austria became the first country to require tourists to sign an NDA. To address overtourism, we started a campaign that replaced a traditional call-to-action with a commitment. To gain access to Austria's hidden gems, travelers had to sign a Non-Disclosure Agreement. Instead of simply consuming content, they had to actively participate. This transformed destination marketing into a direct one-to-one relationship, making travelers feel personally entrusted with local secrets and giving them the feeling of being insiders. The NDA became both the message and the mechanism that drove engagement.

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