Vienna Tourist Board

Vienna Tourist Board – Sound Identity
The Modern Sound of Vienna

Speakers: Claudia Meinschad (VTB), Herwig Kusatz (Sound Strategy)
Client: Vienna Tourist Board (VTB) (Austria)
Agency: Sound Strategy (Vienna, Austria)


The Vienna Tourist Board developed in 2009/2010 a new destination brand for Vienna. To check the current touristy view about Vienna and the future direction of the destination brand Vienna over 10,000 persons from target markets (DE, U.S., IT, FR, RU, JP) and over 550 experts were interviewed in the branding development process. Furthermore, an image benchmarking was made with other cities.

The modern Vienna Sound Identity, composed of a Soundlogo and Soundscape for the Vienna Tourist Board, is a downtempo opera, which makes the sensuality, refinement, high class and timelessness of Vienna hearable. The Vienna Tourist Board Soundlogo, which captures in four seconds the ongoing flair of Vienna for the ear: Out of the typical joining in of a big orchestra develops a melody with a impulsive rhythm, which creates a atmosphere of departure, which phrases musically the claim – Now or Never.

The Vienna Tourist Board Soundscape serves to linger into the atmosphere of the brand and can be self-similar adjusted to any particular point of contact. The acoustic elements are applied in the worldwide destination marketing of Vienna for all touchpoints for example in Events in Citys like London or Milan to televisions spots in CNN.

The SOUND BRIEFING (Brand Analysis, Attributes, Don‘ts, Tonality, Key phrases) and the SOUND MANUAL (Sound Identity, Soundlogo, Soundscape, Musical Elements, Points of Contact) and other material for the destination brand Vienna are provided in the additional information.

Time period of realization

June 2009 – May 2010