PR > Culture & Context
JUNG von MATT DONAU, Vienna / VIENNA TOURIST BOARD / 2022
Overview
Credits
Why is this work relevant for PR?
The work is relevant for PR as it used original thinking for a tourism brand. Publishing Vienna's explicit art on the highly touted and talked-about platform OnlyFans to drive home the message of the campaign: Who is allowed to censor our art? An algorithm? A simple strategy rooted in earned to raise awareness about the ever-growing power of algorithms.
Background
Vienna is home to some of the world’s most iconic artworks. 100 years ago, their artists fought for the free expression of their art. 100 years later, Facebook and Instagram’s algorithms make their fight obsolete. And label Viennese art „pornographic“. Leading to blocked accounts and deleted posts. Our brief was to advertise Vienna’s cultural heritage in this very climate and help the city become a favorite among post-Covid travelling.
Describe the creative idea
To protest censorship, we took every piece of explicit Viennese art – and published them on OnlyFans. A content-subscription platform known for allowing pornographic content.
Describe the PR strategy
Insight:
People use OnlyFans to share and consume explicit content.
Key message:
Algorithms shouldn't censor art.
Target audience:
25-45 year olds libertine spirits willing to travel
Creation and distribution of assets:
High-quality content of Vienna's explicit artworks on OnlyFans.
Describe the PR execution
A press release was sent out to relevant media hand in hand with the start of posting on OnlyFans on September 26th.
List the results
The PR-stunt quickly went viral. It resulted in 2,500 articles worldwide, reaching more than 730 million people. It garnered 2.5 billion impressions and 150 million engagements.
With these numerous articles, posts, videos and TV-coverage, the stunt started a global discussion on the question: Who has the right to censor the art we consume? The results outperformed every business target we had set for the campaign.
Please tell us how disruption in your market inspired the work
The Vienna Tourist Board was the first tourism brand to take their artworks to OnlyFans. Publishing on a platform that hadn't been used for a global marketing before. Thus finding a completely new way of engaging our audience and becoming a hot topic among international media.
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