UNRATING ART

Short List
TitleUNRATING ART
BrandVIENNA TOURIST BOARD
Category F05. Cultural Insight
Product/ServiceVIENNA'S SIGHTS AND SCENERIES
Entrant WIEN NORD SERVICEPLAN Vienna, AUSTRIA
Idea Creation WIEN NORD SERVICEPLAN Vienna, AUSTRIA
Production WIEN NORD SERVICEPLAN Vienna, AUSTRIA
Credits
Name Company Position
Edmund Hochleitner WIEN NORD Serviceplan Chief Creative Officer
Christian Hellinger WIEN NORD Serviceplan Creative Director
Christina Hosiner WIEN NORD Serviceplan Art Director
Leopold Keczy WIEN NORD Serviceplan Copywriter
Josephine Gasser WIEN NORD Serviceplan Copywriter
Stefan Loeffler WIEN NORD Serviceplan DTP
Stefan Graf WIEN NORD Serviceplan Account Manager
Carina Stoelzle WIEN NORD Serviceplan Account Manager
Markus Mazuran WIEN NORD Serviceplan Account Manager
Judith Kroisleitner WIEN NORD Serviceplan Art Direction

Please tell us about the cultural insight that inspired the work

95% of holidaymakers check online rating portals such before traveling or while planning their trip. The influence and impact on the travel sector has been constantly growing. This causes a homogenization of travel experiences, more and more visitors rely on the same reviews and scores. Individual choices and experiences off the beaten path become rarer. Vienna is a city that encourages visitors to make unique experience. Top-ten-lists or must-see-tours are not necessarily the ones that provide tourists with the most enjoyable experience or with the most treasured memories. By simply following the highest scores on rating platforms tourists rob themselves of unique discoveries and a sense of exploration. So the Vienna Tourist Board decided to “break the algorithm” and take on the “ratings mania” by making obvious how ridiculous and subjective online reviews can be when they get in the way of unique impressions.