Cult LDN has commenced the summer campaign for the Austrian National Tourist Office, showcasing Austria as a year-round holiday destination rather than just a ski-lover's winter haven.
#UncoverAustria is the social movement spearheaded by six influencers. The campaign targets those holiday makers who are sick of the same old Mediterranean beach holiday and crave an active, healthy, uplifting break from reality, much like the opening scene of The Sound of Music.
The campaign highlights the medieval beauty of Graz near the Slovenian border, city surrounded by mountains, Innsbruck and the opulent architecture of Salzburg, as well as Austria's warm summer weather.
Cult LDN’s first influencers flew out to the historic city of Graz and will be making various stops throughout the country, showcasing the hidden beauty of Austria as the ski season finishes and summer begins. They’ll be asked to tell it as they see it, and find hidden curiosities, test their recreational prowess, delve into tasty Austrian fayre, and sightsee in all directions while sharing their experiences.
Bridey Lipscombe, chief executive of Cult LDN, said: “Social search for travel and holidays continue to rise, as does the importance of peer to peer recommendations. Building out a relevant influencer network enables destinations to showcase themselves in a relevant and manner via a trusted source.
"Therefore it is crucial that any influencer partner approached should have a genuine affinity to the destination and be enabled to create content and showcase the destination in the manner that they wish."
Some of Cult LDN's other clients include Revlon, Agent Provocateur and PZ Cussons.