City Branding-Vienna

1. Novitas
Coetus
Vienna “The city of dreams”

2. General information
 Capital of Austria
 Population of 2.3 million
 Surface of 414.65 km2 – 10th largest city in the EU
 Cultural, economic & political center
 Official Language: German
 Famous personalities: Wolfgang Amadeus Mozart,
Ludwig van Beethoven, Franz Schubert, Sigmund Freud
 Famous sights: imperial palaces of
the Hofburg and Schönbrunn, Burgtheater, the Wiener
Staatsoper, the Lipizzaner horses at the spanische
Hofreitschule, and the Vienna Boys' Choir

4. Vienna’s “achievements”
 City with the highest quality of living, since 2009
(Mercer.com)
 One of the most desired business meeting locations in the
world (International Congress and Convention Association)
 Safest European city with a low crime rate
 4th place in the top European “green cities” (The
Economist Intelligence Unit)
 8th place among the top destinations (NYTM)
 9th place in the Urban Brand Rating (GfK Roper Public
Affairs & Media and Simon Anholt, 2010)

5. Important elements of its identity
 Imperial heritage
 Profusion of music and culture
 Viennese “savoir vivre”
 Functional efficiency
 Balance of urban and green areas
 High level of infrastructure, health care &
recreational facilities

6. “Vienna: Now or Never”
Promotion campaign using the following
strategy methods:
 Media
 Outdoor Advertising
 Direct Marketing
 Promotional Materials
 The Vienna Card

7. Goals
 improvement and development of attractions and
tourism infrastructure
 the increase of accessibility - entry points
 the increase of customer satisfaction by providing
quality and modern services
 increase of tourist safety programs
 “Vienna 2020” , part of Vienna: “Now or Never”