Non Disclosure Austria

Creative idea

Austria became the first country to require tourists to sign an NDA. To address overtourism, we put the country‘s hidden gems behind a Non-Disclosure Agreement - and thus, created a new media for people to interact with. Social media, normally designed to maximize visibility and sharing, became a place for hiding information. Recommendations for tourists were blurred, muted and censored across Instagram, TikTok, online video and digital channels. The only way to reveal them was by signing an NDA on a designated website. We turned secrecy into a media strategy and transformed digital platforms into tools that 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