Tirol Werbung Design & Branding SIGHT-SEEING by Tirol Werbung


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Industry Destinations (Countries & Places), Travel Agencies, Tour Operators & Travel Services
Media Design & Branding
Market Austria
Agency Tirol Werbung
Art Director Caroline Hechenberger
Photographer Jörg Koopmann
Released February 2011

Credits & Description

Category: Design Photography
Product/Service: SUMMER IN TIROL
Date of First Appearance: Feb 24 2011
Entrant Company: TIROL WERBUNG, Innsbruck, AUSTRIA
Entry URL:
Managing Director: Prof. Dr. Wolfgang Scheppe (Wolfgang Scheppe Associates)
Managing Director: Josef Margreiter (Tirol Werbung)
Photographer: Jörg Koopmann (Koopmann Photography)
Art Director: Caroline Hechenberger (Tirol Werbung)
Media placement: Book - FO.KU.S — Foto Kunst Stadtforum Innsbruck - 23 February 2011
Media placement: Set Of Postcards With Banderole - FO.KU.S — Foto Kunst Stadtforum Innsbruck - 23 February 2011
Media placement: Temporary Exhibition - FO.KU.S — Foto Kunst Stadtforum Innsbruck - 23 February 2011-19 March 2011
Media placement: Insertion - Blonde Magazin 02/11 - 19 April 2011
Media placement: Temporary Exhibition - Künstlerhaus Wien, Karlsplatz - 28 April 2011 - 15 May 2011
Media placement: Temporary Exhibition - Epicentro Art, Berlin - 9 June 2011 - 24 June 2011

Describe the brief from the client
The client’s brief was to update the stock of images. In his capacity as curator Prof. Dr. Wolfgang Scheppe opted for a new approach instead of the typical pictures used for tourism advertisements, most of which present a fictional view. As a result, we decided to trust in the authenticity and credibility of a more documentary style of photography in the tradition of the "New Topographics" movement. The curator chose seven renowned artist photographers who were sent to travel around Tyrol in the summer of 2010 and produce a personal portfolio of their travels.

Describe the challenges and key objectives
At the beginning of 2010 artist-philosopher Wolfgang Scheppe mooted the idea of producing a series of landscape photographs under the auspices of the Tyrol Tourist Board - an undertaking which was to redefine the dividing lines between the conventional visuals of the tourist industry and the notion of aesthetics in contemporary photography. A risky endeavour because contemporary photography and advertising pictures are worlds apart. The foundation was laid for a photographic agenda which reflected the different vantage points of both sides. The “SIGHT-_SEEING” project reveals unfamiliar perspectives and has paved the way for new encounters with “Tyrol - mountain country”.

Describe how you arrived at the final design
The project was intended to engage the artists, curators and Tyrol Tourist Board staff in a collaborative process of sharing insights and pooling opinions at both the theoretical and practical level. The curator chose seven photographers with years of experience in travel photography to spend six months developing their rapport with the Alpine landscape. A final meeting was held and a joint decision taken as to how to present the image of Tyrol. Following a very successful public exhibition in a photography museum, the TW advertising managers and the curator selected the pictures for use in the advertising campaign.

Give some indication of how successful the outcome was in the market
The project went public in an exhibition in a renowned, independent museum of photography in Innsbruck, the capital of Tyrol. This also meant that the local people were aware of the process of creating a certain image for the region. This led to a very broad debate and public consensus. The exhibition has become the museum’s most successful one to date in terms of both visitor numbers and international media coverage. As a result, the exhibition will be going on tour in other European capitals and large museums and art galleries.