Autumn and a holiday on an Austrian mountain pasture are a wonderful combination to relax and rediscover yourself. With the “Back to me” campaign, Farm Holidays invites you on a journey of discovery to 500 alpine huts throughout Austria.
Don’t you feel the same way? The hot summer days and mild nights awaken the longing for cool air, a lush alpine meadow and the unique play of colors of nature at this time of year, when the days are getting shorter and the nights are getting longer again. The seclusion of an alpine pasture offers an incomparable opportunity for this contemplation and return home to oneself. To pursue one’s own thoughts and encourage self-reflection. In the peace and quiet of nature we can free ourselves from the stresses of everyday life and gain new perspectives. And the simplicity of life may also help to reorganize our values:
Landing page: www.zurück-zu-mir.at
Videolink https://youtu.be/K_ATFrATx8U
Coincidence as a stroke of luck
It was actually a coincidence in 1995 that holidays on the alpine pasture/alpine hut were included in the offer of the Farm Holidays Association. With the implementation of the categorization, the few huts at that time no longer fit into the new quality assurance system. Carinthia started, Styria followed. Almost 30 years later, there are now around 500 alpine huts waiting to be discovered across Austria, excluding Burgenland. Most of them in Carinthia (227) followed by Styria (120) Salzburg (103), Tyrol (34), Vorarlberg (12) Lower Austria (4) and Upper Austria (3). This means that Farm Holidays is now one of the largest marketing platforms for huts in Austria.
Make new out of old
The increased demand has had a wonderful effect: many companies have renovated old, no longer used – some of them dilapidated – mountain huts and alpine huts and made them usable again for guest accommodation. But new alpine huts were also built. The income from rentals can be used to maintain the properties and make necessary investments. For many companies, this income is also important in order to maintain the farm job. Mag. Hans Embacher, Managing Director of Farm Holidays in Austria: „The alpine huts – often family-owned for generations – have been lovingly and modernly prepared for the guests. This meant that a piece of Austrian cultural heritage could be preserved in the middle of our magnificent mountain and cultural landscape.”
From the “outhouse” to the wellness oasis
The range of different types of huts is diverse – from simple and dignified to luxurious and rustic, from modern to traditional. They also differ in size: from small and elegant to accommodation for up to 20 people. The huts are located at altitudes of 900 to 2,500 meters above sea level. Most of them are self-catering huts. The different equipment variants are distributed as follows: classic alpine huts (53%), former mountain farms (14%), holiday homes on the alpine pastures (22%), premium huts (10%) and alpine inns (1%)
This variety of offerings also makes it easier for a wide range of target groups to find the right accommodation. In addition to passionate nature and peace seekers, there are families with children and couples as well as group travelers and people in general who appreciate Alm cuisine. The health component of a stay on the Alpine pasture is also becoming increasingly important when making a booking decision: those who spend several days at altitude have more oxygen in their blood, and their resting heart rate and blood pressure drop. Oxygen is essential for energy production in the body.
Secluded location and nature experience
A recent one Opinion poll revealed that for the target group above all the secluded location (44%), the nature experience (32%), the facilities (15%) and the price (10%) are important. The main reasons for an alpine hut holiday are: to escape everyday life, relax and find peace (58%), be active in nature (37%) and spend time with friends and family. Particularly appreciated by the guests: the accompaniment with valuable items Tips from the hosts and the associated insights into the farming world. According to the guest survey, 56% want a comfortable hut, while 44% prefer a rustic option. Also interesting: 67% of guests decide on a hut holiday at short notice depending on the weather, 33% book it long term.
Edith Sabath-Kerschbaumer, project manager for holidays on an Alpine pasture in Austria “Holidays on an Alpine pasture are not an off-the-shelf offer, but are as individual as the people themselves. In contrast to many other hut platforms, we want there to be direct contact between guests and hosts gives. Guests want good, first-hand information. It is important for the companies that the guest fits the hut!”
Fall campaign “Back to me”
In keeping with the motifs of the ever-growing community of alpine hut holidaymakers, the current autumn campaign starts under the motto “Back to me”, for which Daniel Gollner (Contentkumpanei) is responsible for the concept and production of the video. Daniel Kattnig (smartlake media) ensures the ideal cross media mix for the campaign.
When developing the campaign, the focus was on precisely defining a persona. Through detailed analysis, we researched this persona to understand exactly what content resonates best with this audience. This research process allowed us to develop story and visual elements that were not only relevant but also emotionally engaging.
Landing page: www.zurück-zu-mir.at
Videolink: https://youtu.be/K_ATFrATx8U