Background

Vienna Tourist Board (VTB) 's communication theme for 2018 is Viennese Modernism.

In China, Japan and Korea, VTB played with Gustav Klimt's painting "Kiss", which is the most famous artwork of Viennese modernism.

VTB initiated a "Kiss" campaign in this region with the objective to create a desire among the target audiences to experience Klimt's Vienna.

"Every kiss is unique. But there is only one original. Visit Klimt's 'Kiss' in Vienna".

Challenge

How do we build a connection between Klimt's painting and Chinese travelers, and generate interest in Vienna's heritage?

Key Insights

Both Klimt and his work 'Kiss' are largely unknown among the Chinese audience.

There's a wonderful village in China, Dafen, famous for 'replica' oil paintings and copies of masterpieces.