The Vienna Tourist Board has unveiled its latest tourism ad campaign that mocks the era of online reviews.
The tourist board took some of the worst online reviews of Vienna, such as “the lawn is a mess” and “the view is rubbish” and turned them into billboards and online ads.
While it might seem counterintuitive to highlight the apparent ‘worst’ aspects of the city, the tagline of the ads asks: “So who decides what you like?” asking people to make up their own minds about the city.
Austria’s famed Leopold Museum also collaborated with the tourist board, projecting bad ratings onto the side of the museum on June 6-8.
“Paintings are disgusting” was amusingly displayed on the museum’s wall, with just a one star out of five.
Vienna Tourist Board’s MD Norbert Kettner said: “In our current Vienna campaign, we take a humorous look at the notion that online ratings are not always the right path to take when it comes to looking for relaxation and moments of enjoyment.
“It is intended to make people sit up and think and trigger broader public discussion.”
The campaign will also launch on social media and online travel websites with the hashtag #UnratingVienna.