Background
Vienna Tourist Board (VTB) 's communication theme for 2018 is Viennese Modernism.
In China, Japan and Korea, VTB played with Gustav Klimt's painting "Kiss", which is the most famous artwork of Viennese modernism.
VTB initiated a "Kiss" campaign in this region with the objective to create a desire among the target audiences to experience Klimt's Vienna.
"Every kiss is unique. But there is only one original. Visit Klimt's 'Kiss' in Vienna".
Challenge
How do we build a connection between Klimt's painting and Chinese travelers, and generate interest in Vienna's heritage?
Key Insights
Both Klimt and his work 'Kiss' are...