Vienna, renowned for its stunning architecture and rich cultural history, is now presenting its most historic homes on the prominent real estate platform, Realtor.com. This innovative media campaign, titled “UnReal Estates,” has been launched by the Vienna Tourist Board in partnership with the creative agency Jung von Matt DONAU.
The listings cleverly disguise these historic residences as typical real estate properties, aiming to captivate viewers with their exquisite beauty. As potential buyers explore the listings, they may find themselves enchanted by the idea of owning such famous buildings. However, a click on the Realtor.com link redirects them to a landing page that offers a detailed virtual tour of the residence. Although these historic homes are not for sale, they welcome visitors year-round.
A playful message accompanies the listings: “This gem is already taken. But honestly, who wants to deal with all that maintenance anyway when you can still enjoy its benefits without any of the hassle?”
The campaign features four of Vienna’s most stunning historic buildings:
Sigmund Freud’s Townhouse – The former residence of the world-renowned psychoanalyst.
Belvedere Palace – Once home to Prince Eugene of Savoy, this palace now houses the largest collection of Gustav Klimt’s artworks, including his iconic piece, The Kiss.
Schloss Schönbrunn Palace – A magnificent Baroque palace that served as the summer residence for the Habsburg monarchs.
Hermesvilla – Known as “The Castle of Dreams,” this charming country house was constructed for Empress Sisi.
Stefan Bauernberger, Creative Director at Jung von Matt DONAU, expressed enthusiasm about the campaign, stating, “By hijacking a platform where people are craving magnificent architecture and interior design, we managed to seduce them into taking a trip to Vienna. In Vienna, we can easily satisfy that thirst.”
In a delightful twist, the campaign also offers a consolation prize for users who envisioned themselves living in these royal Viennese residences. Disappointed dreamers will have the chance to win an authentic Viennese experience, which includes roundtrip airfare, accommodations in Schönbrunn Palace’s Grand Suite, and more. Details about this contest can be found on the campaign’s webpage.
Norbert Kettner, CEO of the Vienna Tourist Board, emphasized the campaign’s significance, noting, “Beyond showcasing iconic residences like Sigmund Freud’s classic Viennese apartment, this campaign highlights the architectural splendor of our imperial past. That timeless opulence is as much a part of Vienna’s identity as the affordable and popular social housing solutions the city proudly offers today.”
“UnReal Estates” represents a collaborative effort between the Vienna Tourist Board and Jung von Matt, setting new benchmarks in tourism marketing and positioning Vienna as a premier destination for those seeking to explore its regal history.
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