After the round table

Tyrolean burping affair: only controlled tests now

An advertising poster from Tirol Werbung

(Bild: Manuel Schwaiger)

Following the "accidental" "burp video" by Tirol Werbung, a round table on the matter was held on Wednesday evening. At the invitation of LR Mario Gerber (ÖVP), representatives of the Tyrolean tourism associations (VTT), the Chamber of Commerce, Lebensraum Tirol Holding and Tirol Werbung were present.

Three measures were agreed: in future, representatives of the tourism associations and Tirol Werbung will meet twice a year to strategically coordinate communication guidelines. Furthermore, even greater attention is to be paid to the core values of the Tirol brand. The third and probably most important decision: Testing of advertising materials for Tirol Werbung campaigns will only take place in controlled focus groups.

An open dialog was necessary in order to successfully pull together again in the future. This solidarity has been achieved.

Mario Gerber

Bild: Christof Birbaumer

More cooperation with Provincial Councillor Gerber
Cooperation between Tirol Werbung, the tourism industry and Mario Gerber is also to be intensified. "Tourism is of central importance for Tirol and its successful positioning as a vacation destination, which is also reflected in the positive results of Tirol's tourism statistics. This must not be put at risk," said Gerber, who emphasized that the measures that have been developed represent a "joint effort".

Karin Seiler remains the head of Tirol Werbung.

(Bild: Julia Tuertscher)

Seiler remains in office
Karin Seiler, Managing Director of Tirol Werbung, will remain in office. "The interaction between Tirol Werbung, the regions and tourism businesses forms an essential basis for the success of Tyrolean tourism. We have therefore agreed that regular industry meetings and regional dialog formats will be intensified again in order to strengthen cooperation within the industry," she said.

The internal processes that led to the dissemination of the video have been analyzed over the past few days and the error has been dealt with.

Josef Margreiter

VTT chairman and supervisory board member of Lebensraum Tirol Holding Benjamin Kneisl said that "institutionalized cooperation ensures a coordinated approach at both a strategic and operational level and closer cooperation between the tourism industry and Tirol Tourist Board".

Mistakes have been dealt with
Josef Margreiter, Managing Director of Lebensraum Tirol Holding, who was entrusted with dealing with the affair, emphasized that "the internal processes that led to the dissemination of the video have been analyzed over the past few days and the mistake has been dealt with. We have now sat down at a table together, with the result that internal processes and structures are being optimized".