The Vienna Tourist Board introduces its latest marketing strategy, “microdose vienna,” scheduled to launch on April 2. This new campaign is designed to focus on the USA and UK markets, with the goal of generating significant interest in Vienna and its renowned cultural establishments by embracing the trending practice of micro-dosing. The focal point of the campaign is a special collection of limited edition pills that include genuine horse sweat, fragments of a Klimt painting, and other quintessential elements of Vienna.

The city of Vienna is a vibrant amalgamation of imperial heritage, classical music, art, and cutting-edge culinary innovations, with a number of iconic figures, from Empress Sisi to Freud, leaving indelible marks on the capital. This blend of imperial grandeur and artistic prowess makes Vienna a captivating destination where the echoes of its glorious past resonate harmoniously with its contemporary vibrancy. For those wishing to experience a taste of what the city has to offer, the Vienna Tourist Board is unveiling their innovate new marketing campaign, “microdose vienna”.

Crafted in collaboration with Saint Charles Apothecary and local Viennese partners, the campaign offers a limited collection of 380 sets of tablets encapsulating the essence of Vienna’s rich cultural heritage. This exclusive offering provides a legal and safe alternative to the microdosing trend, inviting consumers to embark on a journey through Vienna’s cultural tapestry without leaving their homes.

The “microdose vienna” campaign presents Vienna in a novel light by encapsulating the city’s quintessential experiences into tablet form, showcasing it as a vibrant hub of art and culture. These tablets, meticulously crafted with ingredients symbolizing Vienna’s cultural richness, offer a unique opportunity for audiences to experience the city’s essence.

The campaign features a curated selection of pills, each embodying a distinct aspect of Vienna’s cultural and artistic heritage. The collection includes dust particles from one of Gustav Klimt’s masterpieces, sound waves from Wiener Symphoniker concerts, tartaric acid crystals from Viennese vineyards, microscopic steel particles from the Giant Ferris Wheel, and even the distilled sweat of Lipizzaner stallions from the Spanish Riding School. Additionally, tablets were stored in Sigmund Freud’s private safe, paying homage to Vienna’s intellectual legacy.

List of all pills available

Klimt’s Reflection: introspection, radiance, inspiration

• Contains dust particles of Gustav Klimt’s Portrait of Emilie Flöge (provided by the Wien Museum)

Viennese Vibrations: emotional, resonance, harmony

• A dose of Vienna’s symphonic mastery (provided by the Wiener Symphoniker)

Regal Strength: power increase, confidence boost

• Capturing the spirit of the Lipizzaner stallions (provided by the Spanish Riding School)

Lifting Spirit: recreation, letting go

• Bottling the essence of Viennese wine (provided by winery Mayer am Pfarrplatz)

Tune into Freud: enlightenment, clarification

• Drawing inspiration from the profound legacy of Sigmund Freud (provided by the Sigmund Freud Museum)

Spinning the Wheel: mood lift, clarity

• Steel from the world’s oldest still running Giant Ferris Wheel (provided by The Vienna Giant Ferris Wheel)

With the slogan “Take a Trip to Vienna,” the campaign encourages individuals to start their Vienna experience with a micro-dose, promising a captivating journey into the heart of the city.

Norbert Kettner, CEO of the Vienna Tourist Board, remarks: “We are thrilled to launch ‘microdose vienna,’ a unique campaign that embodies Vienna’s innovative spirit and cultural richness. Through this initiative, we invite the global community to sample a taste of our city’s essence, aiming to create a meaningful connection with Vienna. We want to share a piece of our city’s soul in a novel way, proving that even a small dose of Vienna can be profoundly captivating. We look forward to welcoming visitors to explore the full beauty and depth of our city.”