In all, the Vienna Tourist Board’s media relations activities resulted in more than 3,000 online reports in 2021 alone. Features in media such as La Repubblica, Die Welt, El País and The Telegraph helped underpin Vienna’s excellent standing on the international stage thanks to their potential online readership of more than 4 billion. Put another way, an average of eight Vienna stories were published somewhere in the world each day. An overview of the subject matter covered by the articles can be found at talkoftown.vienna.info (Only available in German).
International destination PR
Established in 2020, the successful “Vienna Showcase” format, which gave international media representatives and multipliers the chance to immerse themselves in Vienna’s cultural landscape even during the pandemic, was continued in 2021. Live streams from renowned museums and galleries put the capital‘s rich cultural life in the spotlight, while in-person events supplemented the streams in selected markets. In 2021, “Vienna Showcase” was broadcast from the MAK and the Belvedere. Hybrid viewing events took place in Zurich, Paris, Madrid, Milan, London and Shanghai.
In 2021, the Vienna Tourist Board once again played host to numerous international journalists, supporting a total of 290 media representatives and influencers from 25 countries who visited the city for research purposes. With the team fielding international research requests from more than 100 journalists in September and October, demand had returned to pre-pandemic levels.
In addition, the experts at the Vienna Tourist Board were in constant contact with media representatives from above-the-line print and online publications, TV and radio, as well as blogs, social media influencers, podcasts and vlogs as it worked to maintain the high level of interest in Vienna. Correspondingly diverse, the media team's offering included press newsletters tailored to the individual markets, in-depth research briefings on continuously updated topics and individualized story pitching, as well as 4k photo and video material.
