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class="u--is-accessible-hidden-not-on-focus-not-on-mobile skiplink">Zum Inhalt</a> <div class="hide--lt-large"> <div class="grid_row service_container"> <div class="service grid_column grid_column--service"> <ul class="service_list service_list--social"> <li class="service_list-item service_list-item--social u--color-white u--fs-0-9">Folgen Sie uns auf</li> <li class="service_list-item service_list-item--social"> <a data-analytics-social-header="linkedin" href="https://at.linkedin.com/company/vienna-tourist-board" target="_blank" rel="noreferrer noopener" aria-label="LinkedIn"> <span class="icon icon--standalone icon--social-media-linkedin-header-white"></span> </a> </li> <li class="service_list-item service_list-item--social"> <a data-analytics-social-header="twitter" href="https://www.x.com/WienInfoB2B" target="_blank" rel="noreferrer noopener" aria-label="Twitter"> <span class="icon icon--standalone icon--social-media-twitter-header-white"></span> </a> </li> <li 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class="service_flex-box-list-item icon icon--point-red">Aktuelle Kennzahlen</li> <li class="service_flex-box-list-item icon icon--point-red">Marketingaktivitäten des WienTourismus</li> <li class="service_flex-box-list-item icon icon--point-red">Infos zu Branchenevents</li> <li class="service_flex-box-list-item icon icon--point-red">News zu Wiens Visitor Economy</li> </ul> <p>Erscheint regelmäßig</p> <a href="/de/branchen-newsletter" class="button service_flex-box-button u--margin-top-auto">Abonnieren</a> </div> <div class="service_flex-box"> <h4 class="service_flex-box-title">Wien-Presse-Info</h4> <p>Informationen für internationale und nationale Medien:</p> <ul class="service_flex-box-list"> <li class="service_flex-box-list-item icon icon--point-red">Veranstaltungsvorschau und Hintergrundinformationen</li> <li class="service_flex-box-list-item icon icon--point-red">Infos zu Kunst, Kultur, Reise, Gastronomie, Lifestyle und vielem mehr</li> <li class="service_flex-box-list-item icon 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class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--3"> <ul class="navigation_categories"> <li > <a href="/de/wientourismus/waswirtun" class="navigation_categories-link" > Was wir tun </a> </li><li > <a href="/de/wientourismus/organisation" class="navigation_categories-link" > Organisation </a> </li><li > <a href="/de/wientourismus/karriere" class="navigation_categories-link" > Karriere </a> </li><li > <a href="/de/wientourismus/kontakt" class="navigation_categories-link" > Kontakt </a> </li> </ul> </div> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--6"> <div class="navigation_teaser u--width-100 hide--lt-large"> <a class="navigation_teaser-link" data-analytics-navteaser="" href="/de/wientourismus/waswirtun/geschaeftsberichte" > <figure class="figure"> <div class="tile_image-container "> <img loading="lazy" aria-hidden="true" title="WienTourismus/Gregor Hofbauer" src="/resource/image/295716/3x2/310/206/b7d64baa1b675b722ca8b705d9ea150f/851212D6A7F213ADCFB95EA5D22EBC6E/51026-wiener-rathaus-arkadenhof.webp" srcset="/resource/image/295716/3x2/620/413/160e549d174ac836f331d1af451f87e/4CEE838930BFB787412821F5DE4088BC/51026-wiener-rathaus-arkadenhof.webp 2x" alt="Arkadenhof des Wiener Rathauses"> </div> </figure> <h3 class="navigation_teaser-headline">Geschäftsberichte</h3> <div class="navigation_teaser-text"> Hier finden Sie die Bilanzen der vergangenen Jahre </div> </a> </div> </div> </div> </div> </div></li><li class="navigation_item "> <div class="navigation_wrapper"> <a href="/de/newsroom" class="navigation_flyout-label" aria-expanded="false"><span> Newsroom </span> <span class="icon icon--list-down-red hide--gt-large u--floats-right"></span> </a> </div> <div class="navigation_flyout u--is-hidden grid" aria-label="Untermenü" i18n:attributes="aria-label" aria-hidden="true"> <div class="grid"> <div class="grid_row navigation_flyout-container 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class="navigation_teaser-link" data-analytics-navteaser="" href="/de/services/jahresthemen/johann-strauss" > <figure class="figure"> <div class="tile_image-container "> <img loading="lazy" aria-hidden="true" title="WienTourismus/Julian Lee-Harather" src="/resource/image/713178/3x2/310/206/3c7f95afbd96971d786b95a23e97b485/50F690CA79B894C7C5BBE4314F82D837/c25-headerbild-16zu9.webp" srcset="/resource/image/713178/3x2/620/413/bc2ab63d8fe614a537f53aca40b669e3/832A2ED6FB2AE1A82CB364B2BC3DB9A6/c25-headerbild-16zu9.webp 2x" alt="Feiernde Menschen vor dem fiktiven Johann Strauss Denkmal in Wien"> </div> </figure> <h3 class="navigation_teaser-headline">Jahresthema 2025: King of Waltz. Queen of Music</h3> <div class="navigation_teaser-text"> Walzerkönig Johann Strauss II. feiert 2025 seinen 200. Geburtstag. Seine Königin ist Wien, die Welthauptstadt der Musik. </div> </a> </div> </div> </div> </div> </div></li><li class="navigation_item navigation_item--active"> <div class="navigation_wrapper"> <a href="/de/strategie-marke" class="navigation_flyout-label" aria-expanded="false"><span> Strategie & Marke </span> <span class="icon icon--list-down-red hide--gt-large u--floats-right"></span> </a> </div> <div class="navigation_flyout u--is-hidden grid" aria-label="Untermenü" i18n:attributes="aria-label" aria-hidden="true"> <div class="grid"> <div class="grid_row navigation_flyout-container navigation_flyout-container--top"> <div class="navigation_flyout-headline"> <a href="/de/strategie-marke" class="navigation_flyout-headline--link"> Strategie & Marke </a> </div> </div> <div class="grid_row navigation_flyout-container navigation_flyout-container--bottom"> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--3"> <ul class="navigation_categories"> <li > <a href="/de/strategie-marke/tourismusstrategie" class="navigation_categories-link" > Visitor Economy Strategie 2025 </a> </li><li > <a href="/de/strategie-marke/nachhaltigkeit" class="navigation_categories-link" > Nachhaltigkeit </a> </li><li > <span class="navigation_categories-link navigation_categories-link--active"> Marke Wien </span> </li> </ul> </div> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--6"> <div class="navigation_teaser u--width-100 hide--lt-large"> <a class="navigation_teaser-link" data-analytics-navteaser="" href="/de/strategie-marke/marke-wien/kampagnen-highlights" > <figure class="figure"> <div class="tile_image-container "> <img loading="lazy" aria-hidden="true" title="WienTourismus/Fernando Livschitz" src="/resource/image/412052/3x2/310/206/3a308d81b2d1f8938f9244aa3494c0e2/BE575DAFE7660062832FE8CE861D428E/cca-vienna-is-like.webp" srcset="/resource/image/412052/3x2/620/413/1533bb1dc49cdbe9ebf345e83ee9f0e1/84CD53BB5CCCEDF614E1BE46379A48B3/cca-vienna-is-like.webp 2x" alt=""> </div> </figure> <h3 class="navigation_teaser-headline">Kampagnen-Highlights</h3> <div class="navigation_teaser-text"> Hier finden Sie eine Auswahl an Kampagnen mit denen die Destination Wien in den letzten Jahren international für Aufsehen sorgte. </div> </a> </div> </div> </div> </div> </div></li><li class="navigation_item "> <div class="navigation_wrapper"> <a href="/de/statistik" class="navigation_flyout-label" aria-expanded="false"><span> Statistik & Marktforschung </span> <span class="icon icon--list-down-red hide--gt-large u--floats-right"></span> </a> </div> <div class="navigation_flyout u--is-hidden grid" aria-label="Untermenü" i18n:attributes="aria-label" aria-hidden="true"> <div class="grid"> <div class="grid_row navigation_flyout-container navigation_flyout-container--top"> <div class="navigation_flyout-headline"> <a href="/de/statistik" class="navigation_flyout-headline--link"> Statistik & Marktforschung </a> </div> </div> <div class="grid_row navigation_flyout-container navigation_flyout-container--bottom"> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--3"> <ul class="navigation_categories"> <li > <a href="/de/statistik/daten" class="navigation_categories-link" > Aktuelle Zahlen und Daten </a> </li><li > <a href="/de/statistik/marktforschung" class="navigation_categories-link" > Marktforschung </a> </li><li > <a href="/de/statistik/maerkte-im-fokus" class="navigation_categories-link" > Märkte im Fokus </a> </li><li > <a href="/de/statistik/wien-im-vergleich" class="navigation_categories-link" > Wien im Vergleich </a> </li> </ul> </div> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--6"> <div class="navigation_teaser u--width-100 hide--lt-large"> <a class="navigation_teaser-link" data-analytics-navteaser="" href="/de/statistik/maerkte-im-fokus/dashboard-marktbeobachtung-344168" > <figure class="figure"> <div class="tile_image-container "> <img loading="lazy" aria-hidden="true" title="WienTourismus" src="/resource/image/417710/3x2/310/206/9f5db9767a81853c9600730ec1efb0de/FE5CEBCADE0EA1627091859E28AB6669/icon-globus-mit-lupe.webp" srcset="/resource/image/417710/3x2/620/413/6dac8aa930a57dddc8322d923ea27197/13584E8FC500E40E9B78900B444D24BA/icon-globus-mit-lupe.webp 2x" alt="Icon: Globus mit Lupe"> </div> </figure> <h3 class="navigation_teaser-headline">Dashboard Marktbeobachtung</h3> <div class="navigation_teaser-text"> Detaillierte Daten aus 22 relevanten Nah- und Fernmärkten für Sie aufbereitet. </div> </a> </div> </div> </div> </div> </div></li><li class="navigation_item "> <div class="navigation_wrapper"> <a href="/de/services" class="navigation_flyout-label" aria-expanded="false"><span> Services </span> <span class="icon icon--list-down-red hide--gt-large u--floats-right"></span> </a> </div> <div class="navigation_flyout u--is-hidden grid" aria-label="Untermenü" i18n:attributes="aria-label" aria-hidden="true"> <div class="grid"> <div class="grid_row navigation_flyout-container navigation_flyout-container--top"> <div class="navigation_flyout-headline"> <a href="/de/services" class="navigation_flyout-headline--link"> Services </a> </div> </div> <div class="grid_row navigation_flyout-container navigation_flyout-container--bottom"> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--3"> <ul class="navigation_categories"> <li > <a href="/de/services/aktivitaeten" class="navigation_categories-link" > Aktivitäten des WienTourismus </a> </li><li > <a href="/de/services/jahresthemen" class="navigation_categories-link" > Jahresthemen </a> </li><li > <a href="/de/services/produkte-serviceangebote" class="navigation_categories-link" > Produkte & Serviceangebote </a> </li><li > <a href="/de/services/vec" class="navigation_categories-link" > Vienna Experts Club </a> </li><li > <a href="/de/services/bestellmaterial" class="navigation_categories-link" > Bestellung & Download </a> </li> </ul> </div> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--6"> <div class="navigation_teaser u--width-100 hide--lt-large"> <a class="navigation_teaser-link" data-analytics-navteaser="" href="/de/services/jahresthemen/johann-strauss" > <figure class="figure"> <div class="tile_image-container "> <img loading="lazy" aria-hidden="true" title="WienTourismus/Julian Lee-Harather" src="/resource/image/713178/3x2/310/206/3c7f95afbd96971d786b95a23e97b485/50F690CA79B894C7C5BBE4314F82D837/c25-headerbild-16zu9.webp" srcset="/resource/image/713178/3x2/620/413/bc2ab63d8fe614a537f53aca40b669e3/832A2ED6FB2AE1A82CB364B2BC3DB9A6/c25-headerbild-16zu9.webp 2x" alt="Feiernde Menschen vor dem fiktiven Johann Strauss Denkmal in Wien"> </div> </figure> <h3 class="navigation_teaser-headline">Jahresthema 2025: King of Waltz. Queen of Music</h3> <div class="navigation_teaser-text"> Walzerkönig Johann Strauss II. feiert 2025 seinen 200. Geburtstag. Seine Königin ist Wien, die Welthauptstadt der Musik. </div> </a> </div> </div> </div> </div> </div></li><li class="navigation_item "> <div class="navigation_wrapper"> <a href="/de/reiseplanung" class="navigation_flyout-label" aria-expanded="false"><span> Reiseplanung & Sales Tools </span> <span class="icon icon--list-down-red hide--gt-large u--floats-right"></span> </a> </div> <div class="navigation_flyout u--is-hidden grid" aria-label="Untermenü" i18n:attributes="aria-label" aria-hidden="true"> <div class="grid"> <div class="grid_row navigation_flyout-container navigation_flyout-container--top"> <div class="navigation_flyout-headline"> <a href="/de/reiseplanung" class="navigation_flyout-headline--link"> Reiseplanung & Sales Tools </a> </div> </div> <div class="grid_row navigation_flyout-container navigation_flyout-container--bottom"> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--3"> <ul class="navigation_categories"> <li > <a href="/de/reiseplanung/allgemeines" class="navigation_categories-link" > Allgemeine Reiseinformationen </a> </li><li > <a href="/de/reiseplanung/anreise" class="navigation_categories-link" > An- und Abreise </a> </li><li > <a href="/de/reiseplanung/transportinwien" class="navigation_categories-link" > Transport in Wien </a> </li><li > <a href="/de/reiseplanung/programmtipps" class="navigation_categories-link" > Programmtipps </a> </li><li > <a href="/de/reiseplanung/unterkuenfte-restaurants" class="navigation_categories-link" > Unterkünfte & Restaurants </a> </li><li > <a href="/de/reiseplanung/incoming-reisebueros" class="navigation_categories-link" > Incoming-Reisebüros </a> </li><li > <a href="/de/reiseplanung/faqs-wien-aktuell" class="navigation_categories-link" > FAQ </a> </li><li > <a href="/de/reiseplanung/kontakt" class="navigation_categories-link" > Kontakt Team International B2B Relations </a> </li> </ul> </div> <div class="navigation_flyout-grid navigation_flyout-grid--column grid_column grid_column--6"> <div class="navigation_teaser u--width-100 hide--lt-large"> <a class="navigation_teaser-link" data-analytics-navteaser="" target="_blank" rel="noreferrer noopener" href="https://experts.wien.info/int/de/register-int"> <figure class="figure"> <div class="tile_image-container "> <img loading="lazy" aria-hidden="true" title="WienTourismus/Paul Bauer" src="/resource/image/450386/3x2/310/206/486208f1cca7a7f114a7f9b076e32c2a/42D6C867245AFE67B251C450659371F1/51830-museumsbesuch-albertina.webp" srcset="/resource/image/450386/3x2/620/413/98bb6a151a07fe70e730c153fefa43e/6391C6032FB49BED4B1CA5DB09D60587/51830-museumsbesuch-albertina.webp 2x" alt="Museumsbesuch Albertina, zwei Menschen sitzen auf einer Bank und betrachten Kunst"> </div> </figure> <h3 class="navigation_teaser-headline">Vienna Experts Club International</h3> <div class="navigation_teaser-text"> Der Club für Mitarbeiter:innen aus der Reisebranche außerhalb Wiens. Jetzt registrieren um den exklusiven Newsletter und weitere Vorteile zu erhalten! </div> </a> </div> </div> </div> </div> </div></li>  <li class="navigation_item navigation_item--bottom-container hide--gt-large"> <ul class="navigation_sublist"> <li> <div xmlns="http://www.w3.org/1999/xhtml" class="navigation_language-container icon icon--language-selection-red"> <select data-loadmodule="language" aria-label="Sprachnavigation" class="select select--language navigation_language-select"> <option value="labels_languageNavigation_de">Deutsch</option> <option value="https://b2b.wien.info/en/strategy-brand/vienna-brand" data-href="https://b2b.wien.info/en/strategy-brand/vienna-brand" lang="en" xml:lang="en" hreflang="en"> English </option> </select> </div> </li> <li> <a class="icon icon--contact-red" href="/de/wientourismus/kontakt">Kontakt</a> </li> <li> <a class="icon icon--clip-contact-red-paths" data-analytics-newsletter-topnav="" href="/de/newsletter-anmeldung">Newsletter </a> </li> </ul> </li>  <li class="navigation_item navigation_item--highlight hide--gt-large"> <details data-loadmodule='["closeDetailsOnFocusout", "animate-details-summary"]' data-animation-duration="400"> <summary class="icon icon--list-down">Weitere Websites</summary> <ul> <li> <a href="https://www.wien.info/de"> Wien-Reiseführer </a> </li> <li> <a href="https://meeting.vienna.info/de"> Meeting Destination Vienna </a> </li> <li> <a href="https://experts.wien.info/welcome"> Vienna Experts Club </a> </li> <li> <a href="https://www.wien-bild.at/"> Wien-Bilder </a> </li> <li> <a href="https://footage.wien.info/"> Wien Footage </a> </li> </ul> </details> </li>  <li class="navigation_item navigation_item--bottom-container hide--gt-large"> <div class="navigation_social-media-label"> Folgen Sie uns auf </div> <ul class="navigation_social-list"> <li class="navigation_social-list-item"> <a data-analytics-social-header="linkedin" href="https://at.linkedin.com/company/vienna-tourist-board" target="_blank" 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<button type="submit" class="button button--white button--uppercase button--bigger"> <span>Suchen</span> </button> </div> </form> </div></nav></div> <div class="grid_row js--survey-target survey_target"></div> <div class="js--survey-init" data-surveyjson='{ "num_pageviews": null, "percentage_check": false, "uid": "741246", "title": "Ihre Meinung ist uns wichtig!", "text": "<p>Um unsere Webseite stetig zu verbessern und Ihre Nutzungserfahrung noch angenehmer zu gestalten, freuen wir uns über Ihre Unterstützung!</p>", "pollexternalconfirm": "Sie verlassen die Seite ohne an der Umfrage teilgenommen zu haben. Jetzt teilnehmen?", "num_percent": null, "pollattend": "Mitmachen", "pollattendshort": "Ja", "pollattendlater": "Später erinnern", "pollattendnevershort": "Nein", "pollattendnever": "Nein, danke", "pagecount_check": false, "deployment": "site", "time_check": true, "num_seconds": 30, "survey_link": "https://www.netigate.se/a/s.aspx?s=1227889X445820847X41825", "name": "User Befragung WTV B2B - DE" }'></div><header class="up--is-hidden"> <div class="header header--page-header "> <picture> <source media="(min-width: 1024px)" srcset="/resource/image/296580/Hero-Header/2560/948/d54e11b47568277ff0da706e143ded5c/DC8AB94EC3D33FAA011F68F377516656/donau-donauinsel-50401.webp 2560w, /resource/image/296580/Hero-Header/1890/700/19ce5f91d211367c530bfc54e389c603/BE9C68F75DDA0220CFB03FB44D0A05BF/donau-donauinsel-50401.webp 1890w" sizes="100vw" > <source media="(min-width: 1px)" srcset="/resource/image/296580/Hero-Header%20Mobil/420/543/3d8201666b419de62a0539ab274a356a/79E9544650486B01C22777B6ADA8054E/donau-donauinsel-50401.webp 420w, /resource/image/296580/Hero-Header%20Mobil/546/706/684682a69b10654356ff84edf4f9b3d/C124B111B152CD83EB94FB0BD02DB2CA/donau-donauinsel-50401.webp 546w, /resource/image/296580/Hero-Header%20Mobil/630/815/6f624b0596617aff2fbcfa2272b62119/B47C6F09058CFD879CD9ED59519D589A/donau-donauinsel-50401.webp 630w, /resource/image/296580/Hero-Header%20Mobil/840/1087/ad0dd3136bf773ce9f3399dbf70ea003/FFC3AC5C3A33A8BAD84CDB68352705DA/donau-donauinsel-50401.webp 840w" sizes="100vw" > <img loading="lazy" class="header_image u--brightness-75" title="© WienTourismus/Christian Stemper" alt="Blick über die Donauinsel " src="/resource/image/296580/Hero-Header/1890/700/19ce5f91d211367c530bfc54e389c603/BE9C68F75DDA0220CFB03FB44D0A05BF/donau-donauinsel-50401.webp" > </picture><div class="header_container"> <h1 class="header_heading">Marke Wien</h1> </div> </div> </header><div class="intro-text u--position-sticky"> <div class="intro-text__content"><p>Hier finden Sie Einblicke in die Marke Wien, die ein unverwechselbares Bild der Destination im Kopf des Kunden zeichnet und so Begehrlichkeit schafft.</p></div> </div><template class="js--notification-tpl"> <div class="notification__box notification__box--success"> <span class="notification__icon notification__icon--status"> <div class="circle circle--success"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="13 13 30 30"> <path d="M28.34 13.67A14.67 14.67 0 1 0 43 28.34a14.69 14.69 0 0 0-14.66-14.67zm0 28.35A13.67 13.67 0 1 1 42 28.34 13.69 13.69 0 0 1 28.34 42z"/> <path d="M35.58 21.38a1 1 0 0 0-1.34 0l-8.34 8.34-3.43-3.43a1 1 0 0 0-.67-.28.94.94 0 0 0-.67.28l-1.79 1.79a1 1 0 0 0 0 1.34l5.89 5.89a1 1 0 0 0 1.35 0l10.8-10.8a.95.95 0 0 0 0-1.34zM25.93 34.6L20 28.78 21.75 27l3.79 3.79a.5.5 0 0 0 .71 0l8.62-8.69 1.75 1.75z"/> </svg> </div> <div class="circle circle--error"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="13 13 30 30"> <path d="M28.34 13.67A14.67 14.67 0 1 0 43 28.34a14.69 14.69 0 0 0-14.66-14.67zm0 28.35A13.67 13.67 0 1 1 42 28.34 13.69 13.69 0 0 1 28.34 42z"/> <path d="M29.93 19.64h-3.17a.5.5 0 0 0-.5.5v10.18a.5.5 0 0 0 .5.5h3.16a.5.5 0 0 0 .5-.5V20.14a.5.5 0 0 0-.49-.5zm-.5 10.19h-2.17v-9.19h2.16zm.5 3.06h-3.17a.5.5 0 0 0-.5.5v3.17a.5.5 0 0 0 .5.5h3.16a.5.5 0 0 0 .5-.5v-3.17a.5.5 0 0 0-.49-.5zm-.5 3.17h-2.17v-2.17h2.16z"/> </svg> </div> <div class="circle circle--info"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="8 8 41 41"> <path d="M28.35 13.67A14.68 14.68 0 1 0 43 28.34a14.69 14.69 0 0 0-14.65-14.67zm0 28.35A13.68 13.68 0 1 1 42 28.34 13.7 13.7 0 0 1 28.35 42z"/> <path d="M27.9 24.53a2.72 2.72 0 1 0-2.71-2.71 2.71 2.71 0 0 0 2.71 2.71zm0-4.43a1.72 1.72 0 1 1-1.71 1.72 1.72 1.72 0 0 1 1.71-1.72zm3.7 13.08h-.94v-5.85a1.31 1.31 0 0 0-1.3-1.33h-3.31a1.31 1.31 0 0 0-1.3 1.31v.72a1.31 1.31 0 0 0 1.3 1.31h.64v3.82h-.93a1.31 1.31 0 0 0-1.31 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class="tile article" > <h1 class="article_headline">Die Marke Wien</h1> <p class="article_teaser">Hier finden Sie Einblicke in die Marke Wien, die ein unverwechselbares Bild der Destination im Kopf des Kunden zeichnet und so Begehrlichkeit schafft.</p> <div class="article_richtext-container richtext-container"> <h2>Die Markenstrategie</h2><p>Um noch relevanter für potentielle Gäste zu werden, wurde die Positionierung der Marke Wien weiterentwickelt und die Zielgruppen neu definiert. Neben der klaren Differenzierung zum Mitbewerb und dem Herausarbeiten des authentischen Charakters der Stadt galt es, der Marke Wien emotionale Bedeutung zu verschaffen, denn Reiseentscheidungen werden primär emotional motiviert getroffen. Mit der Neupositionierung ging ein wesentlicher Perspektivenwechsel einher. Es rückt nun der Kundennutzen ins Zentrum und wird im neuen Markenkern und im gesamten Markenauftritt zum Ausdruck gebracht.</p><h2 class="AdressKopf">Der Markenauftritt</h2><p class="AdressKopf">„Wien bietet die Erlebnisse einer Metropole ohne die Stressfaktoren einer Metropole.“</p><p>Diesen Anspruch vermittelt auch die kommunikative Leitidee – in Form von vielen, ganz persönlichen Genußmomenten, die man nur in Wien erleben kann. Wir lösen Vorstellungen aus, indem wir den Betrachter einen persönlichen Genussmoment eines Menschen in Wien miterleben lassen.</p><p>Das neue Logo und das Corporate Design drücken das Premium-Selbstverständnis der Stadt aus – Wien als kultivierte Schönheit unter den Städten. Ein Genussmoment, der für immer währt. Dieser Gedanke, in Worte gefasst, bildet den neuen Claim „JETZT. FÜR IMMER“.</p><p> <div class="player-wrapper"> <div data-loadmodule="youtube" data-video-data='{ "url": "https://www.youtube.com/watch?v=XjBYp9xK43I", "title": "Die Marke Wien erleben ", "settings": { "autoplay": false, "loop": false, "hideControls": false, "mute": false, "portrait": false, "start": 0, "end": 0 } }'></div> <details class="jwplayer-alt-text u--margin-top"> <summary class="icon icon--arrow-down-red">Textalternative anzeigen</summary> <p> Video, das Beispiele der Marke Wien zeigt. </p> </details> </div><script type="application/ld+json"> { "@context": "http://schema.org", "@type": "VideoObject", "name": "Die Marke Wien erleben ", "description": "“Vienna offers the experiences of a city without the stress factors of a city.” This claim is also conveyed by the guiding communicative idea - in the form of many, very personal moments of enjoyment that can only be experienced in Vienna. More informations on Vienna as a brand: http://b2b.wien.info/en/brand/vienna-brand To be sure not to miss anything subscribe to our channel http://www.youtube.com/Vienna Find all info about Vienna at http://www.vienna.info Viennas Facebook Account: https://www.facebook.com/ViennaTouristBoard Vienna twitters at: https://twitter.com/viennainfob2b Vienna's Instagram Account: https://instagram.com/viennatouristboard/", "thumbnailUrl": "https://i.ytimg.com/vi/XjBYp9xK43I/maxresdefault.jpg", "uploadDate": "2016-10-18T16:30:00.000Z", "duration": "PT2M2S", "contentUrl": "", "embedUrl": "https://www.youtube.com/embed/XjBYp9xK43I" } </script></p><p><br/></p><h2>Weiterführende Informationen</h2><ul class="rte--list"><li><a class="pdf track_download js--analytics-file" href="/resource/blob/323172/ea8c10f727b88135596a6f58fce515f6/moduletto-brand-manual-marke-neu-2016-en-data.pdf" target="_blank" rel="noopener"><span>Alle Informationen zur Marke Wien im Brand Manual</span></a> zum Download</li><li><a href="/de/newsroom/corporate-news/marke-neu-351606" target="_self"><span>Einige Beispiele des neuen Markenauftritts als Bilder-Galerie</span></a></li></ul><p><br/></p></div> </article> <div class="static-clips"> <div class="static-clip static-clip--share" data-social-mobile-container data-loadmodule="socialmobile"> <button data-social-mobile-toggle class="static-clip__btn"> <span class="static-clip__label">Seite teilen</span> <span class="static-clip__icon-wrap"> <span class="static-clip__icon icon icon--share-red"></span> </span> </button> </div> <div class="static-clip static-clip--chat" data-chat-mobile-container></div> </div> <script type="application/ld+json"> { "@context": "http://schema.org", "@type": "Article", "author": [{ "@type": "Organization", "name": "Wiener Tourismusverband", "url": "https://wien.info/", "logo": { "@type": "ImageObject", "url": "https://www.wien.info/assets/image/logos/Logo_de_mit-Claim.svg" } }], "publisher": { "@type": "Organization", "name": "Wiener Tourismusverband", "url": "https://wien.info/", "logo": { "@type": "ImageObject", "url": "https://www.wien.info/assets/image/logos/Logo_de_mit-Claim.svg" } }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://b2b.wien.info/de/strategie-marke/marke-wien/marke-wien-details-351610" }, "headline": "Die Marke Wien", "description": "<p>Hier finden Sie Einblicke in die Marke Wien, die ein unverwechselbares Bild der Destination im Kopf des Kunden zeichnet und so Begehrlichkeit schafft.</p>", "image": [ "https://b2b.wien.info/resource/image/290920/Video-Header/1920/1080/ec2b976afdcae4533cc08a00f4c058a1/994A63912F9034C93C5C116FF14AF074/40948-gloriette-schlosspark-schoenbrunn-gruenes-wien.webp", "https://b2b.wien.info/resource/image/290920/4x3/800/600/8e93b694448b40d9daa149248eeaee65/7D3837636C0E4CB0A33A44615E2BAB25/40948-gloriette-schlosspark-schoenbrunn-gruenes-wien.webp", "https://b2b.wien.info/resource/image/290920/1x1/1000/1000/8661eea4f0b7435048344d3cb0ed9106/4F0F6CF33FD941E02BE3C818E04D847B/40948-gloriette-schlosspark-schoenbrunn-gruenes-wien.webp" ], "datePublished": "2021-03-18T14:08:27+01:00", "dateModified": "2023-08-02T08:42:46+02:00" } </script> </div> </div></div> </div> </div><div class="scgrid_container scgrid_container--overview teaser-block teaser-block--u-gt-phone"> <div class="scgrid"> <div class="width-1 start-1 width-1@smtab width-1@phone start-1@phone"> <div class="tile tile--leadarticle tile--leadarticle-right up--clearfix" data-teaser-uid="455748" data-teaser-type="CMChannel"> <a href="/de/strategie-marke/marke-wien/kampagnen-highlights" class="tile_link" > <div class="tile_details tile_details--left "> <h3 class="tile_headline h4"> <span> Kampagnen-Highlights </span> </h3> <p class="tile_teaser-text"> Hier finden Sie eine Auswahl an Kampagnen mit denen die Destination Wien in den letzten Jahren international für Aufsehen sorgte. </p> </div><div class="tile_image-outer-container"> <div class="tile_image-container "> <noscript> <img loading="lazy" aria-hidden="true" src="/resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp" srcset="/resource/image/412052/3x2/690/465/1e208fb1853ce878f75c4f9b5f09d714/7B4B84F431BDF0333F45CCB76A508DC1/cca-vienna-is-like.webp 690w, /resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp 832w, /resource/image/412052/3x2/1380/930/1de08ac951238386e05de4bdfe7b29e8/0E4606F537EA594842562B479DB9779A/cca-vienna-is-like.webp 1380w, /resource/image/412052/3x2/1663/1122/1a2cfdf3bcf7f573532c053daaa84bd1/82B1B43F74C28EB19D0C5D5AAB3B81FD/cca-vienna-is-like.webp 1664w" alt="" title="© WienTourismus/Fernando Livschitz" class="tile_image" data-origwidth="2880" data-origheight="1600" </noscript> <img loading="lazy" aria-hidden="true" src="/resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp" srcset="/resource/image/412052/3x2/690/465/1e208fb1853ce878f75c4f9b5f09d714/7B4B84F431BDF0333F45CCB76A508DC1/cca-vienna-is-like.webp 690w, /resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp 832w, /resource/image/412052/3x2/1380/930/1de08ac951238386e05de4bdfe7b29e8/0E4606F537EA594842562B479DB9779A/cca-vienna-is-like.webp 1380w, /resource/image/412052/3x2/1663/1122/1a2cfdf3bcf7f573532c053daaa84bd1/82B1B43F74C28EB19D0C5D5AAB3B81FD/cca-vienna-is-like.webp 1664w" alt="" title="© WienTourismus/Fernando Livschitz" class="tile_image" data-origwidth="2880" data-origheight="1600" /> </div> </div> </a> </div> </div> </div> </div> <div class="scgrid_container scgrid_container--overview teaser-block teaser-block--u-lt-phone"> <div class="scgrid"> <div class="width-1 start-1 width-1@smtab width-1@phone start-1@phone"> <div class="tile tile--leadarticle tile--leadarticle-right up--clearfix" data-teaser-uid="455748" data-teaser-type="CMChannel"> <a href="/de/strategie-marke/marke-wien/kampagnen-highlights" class="tile_link" > <div class="tile_details tile_details--left "> <h3 class="tile_headline h4"> <span> Kampagnen-Highlights </span> </h3> <p class="tile_teaser-text"> Hier finden Sie eine Auswahl an Kampagnen mit denen die Destination Wien in den letzten Jahren international für Aufsehen sorgte. </p> </div><div class="tile_image-outer-container"> <div class="tile_image-container "> <noscript> <img loading="lazy" aria-hidden="true" src="/resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp" srcset="/resource/image/412052/3x2/690/465/1e208fb1853ce878f75c4f9b5f09d714/7B4B84F431BDF0333F45CCB76A508DC1/cca-vienna-is-like.webp 690w, /resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp 832w, /resource/image/412052/3x2/1380/930/1de08ac951238386e05de4bdfe7b29e8/0E4606F537EA594842562B479DB9779A/cca-vienna-is-like.webp 1380w, /resource/image/412052/3x2/1663/1122/1a2cfdf3bcf7f573532c053daaa84bd1/82B1B43F74C28EB19D0C5D5AAB3B81FD/cca-vienna-is-like.webp 1664w" alt="" title="© WienTourismus/Fernando Livschitz" class="tile_image" data-origwidth="2880" data-origheight="1600" </noscript> <img loading="lazy" aria-hidden="true" src="/resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp" srcset="/resource/image/412052/3x2/690/465/1e208fb1853ce878f75c4f9b5f09d714/7B4B84F431BDF0333F45CCB76A508DC1/cca-vienna-is-like.webp 690w, /resource/image/412052/3x2/832/561/bd13275284953581dffe77313ee0e433/1BA787DEF1D9409293714FFC6331D172/cca-vienna-is-like.webp 832w, /resource/image/412052/3x2/1380/930/1de08ac951238386e05de4bdfe7b29e8/0E4606F537EA594842562B479DB9779A/cca-vienna-is-like.webp 1380w, /resource/image/412052/3x2/1663/1122/1a2cfdf3bcf7f573532c053daaa84bd1/82B1B43F74C28EB19D0C5D5AAB3B81FD/cca-vienna-is-like.webp 1664w" alt="" title="© WienTourismus/Fernando Livschitz" class="tile_image" data-origwidth="2880" data-origheight="1600" /> </div> </div> </a> </div> </div> </div> </div> </div></div> </div> </main> <div id="notification-wrapper" aria-live="polite"></div> <div data-geonav-variation="b2b"> <div class="dialog" aria-hidden="true" id="map-dialog" data-loadmodule="maplightbox" data-searchfound-text="Einen Ort gefunden" data-searchfoundnone-text="Keinen passenden Ort gefunden" data-searchfoundmultiple-text="Orte gefunden" data-highlights-text="Highlights" data-area-text="Orte in der Umgebung von" data-locations-text="Locationübersicht" data-searchresults-text="Suchergebnisse für" data-defaultlocation-text="Location" 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