To help judge whether the city of Vienna is dull or not, the Vienna Tourist Board has invited the entire Scottish village of Dull to visit the city and share their expert knowledge.

The ‘Is Vienna Dull?’ campaign from Jung von Matt Donau enlists the residents of Dull to bring to life all the city has to offer, even in the quieter wintery months.

Combining humour with cultural storytelling, at the heart of the campaign a film shows the residents of the small Scottish town receiving an invite to visit Vienna before going on to explore the vibrant Austrian capital. 

As part of the campaign, residents of Dull received an invitation to Vienna in November. Each visitor was given a tailor-made itinerary based on their interests, which came to life over the weekend of the 23^rd of January through a full programme of curated cultural experiences in Vienna.

One group explored art from Titian, Raphael, Bruegel, Rubens, Vermeer and Rembrandt in the Kunsthistorisches Museum, another visited the Spanish Riding School. Some took traditional Viennese waltz lessons while others ice skated at Vienna Ice World. The evening's activities included a classical concert at the Karlskirche and a ball at the Vienna Ball of Sciences. 

Guests stayed at Hotel Imperial, one of Vienna’s most iconic hotels, which has previously hosted Queen Elizabeth II and The Rolling Stones.

The documentary-style video shows Dull residents giving a thumbs up to the activities, humorously certifying that Vienna is ‘definitely not dull’, even in the dreary months.

The campaign brings to life Vienna’s extensive cultural offering while striking a humorous tone, endearing travellers to visit the welcoming city. It has already generated significant positive coverage, reaching readers with prominent placements in outlets such as BBC News, The Independent, Daily Mail, and Sunday Express.

The campaign aims to engage the UK market, as one of Vienna’s top five source markets. Strong flight options and a culture-centric audience mean that Vienna’s Tourist Board strategic goals strongly align with UK visitors. 

Following a humorous seal of approval from the residents of Dull, the campaign successfully invites UK audiences to visit Vienna, showcasing all the city has to offer.