UnReal Estates: Vienna Offers Royal Properties on Real Estate Marketplace

Oct. 23, 2024

Vienna, a city renowned for its architectural grandeur and rich history, is making its most iconic residences available to view on popular real estate platform, Realtor.com.The innovative new media campaign by the Vienna Tourist Board was developed in collaboration with creative agency Jung von Matt DONAU.

The Realtor.com listings will disguise Historic residences as regular real-estate properties in a campaign designed to surprise the browsing public with the magnificent splendour of the homes on offer. Users are lured into thinking that they could actually own these famous buildings, and when they click on the Realtor.com link they are redirected to a landing page that offers an in-depth tour of the building. But when they request a viewing, property-lovers are met with the message that while the historic home may not actually be for sale, it is open for visits all year round.

The online campaign highlights four of Vienna’s most beautiful historic buildings: 

• Sigmund Freud’s townhouse – Once home to the world’s most famous psychoanalyst. 
• Belvedere Palace – The former residence of Prince Eugene of Savoy, now home to the world’s largest collection of Gustav Klimt’s    work, including The Kiss. 
• Schloss Schönbrunn Palace – A Baroque palace, formerly the summer residence of the Habsburg monarchs. 
• Hermesvilla – Known as "The castle of dreams", this country house was built for Empress Sisi.

 

Stefan Bauernberger, Creative Director at Jung von Matt DONAU, said:

“By hijacking a platform where people are craving magnificent architecture and interior design, we managed to seduce them into taking a trip to Vienna. In Vienna, we can easily satisfy that thirst.” 

 

Norbert Kettner, CEO of the Vienna Tourist Board, said:

“Beyond showcasing iconic residences like Sigmund Freud's classic Viennese apartment, this campaign highlights the architectural splendour of our imperial past. That timeless opulence is as much a part of Vienna's identity as the affordable and popular social housing solutions the city proudly offers today.”

 

As part of the campaign, disappointed users who were already imagining themselves living inside a royal Viennese residence will be compensated with a chance to win an authentic Viennese experience, including a roundtrip airfare, accommodation at Schönbrunn Palace’s Grand Suite, and more. Additional details can be found here. 

"Unreal Estates" has been produced as part of a partnership between the Vienna Tourist Board and Jung von Matt. The collaboration aims to develop innovative communication strategies that promote Vienna as a top destination and set new standards in tourism marketing.