VMLY&R Vienna has created a new business brand for Austria to make Austria more attractive to professionals, investors and companies and raise the profile of Austrian products.
CEO Sebastian Bayer: "Positioning our own country in a single brand is an opportunity, an honour and a matter of personal importance, all in one.” With the new slogan “Austria connects worlds”, the future communication builds on Austria’s special ability to bring people together. Beginning with the attitude that AND is stronger than OR, Austria creates high quality without losing its easy-going approach to life.
Bringing opposing worlds together is the platform for exciting achievements that make Austria unique. ECD Alexander Hofmann: “As differentiation of the brand was our main objective, we took the deliberate decision to use an Ö, a unique letter which is rarely used outside German-speaking countries, rather than an A in the logo.”