Visual Storytelling & Video Production
Steiermark Tourism
Visual Storytelling

Steiermark Tourism

B2b video production for brand content

Who’s behind the project?

The tourism destination of Steiermark/Styria is known as “the green heart of Austria”. For 2025, the region embarks on a new brand strategy. “Styria tastes good and does you good”: This brand promise already tells you a lot about what to expect from a holiday in the region. Add to that extremely high quality standards and two new target groups – and what you get is a state-of-the-art tourism brand.

The challenge

Together with the managing directors of Styria’s various tourism regions, Steiermark Tourism developed a new overall target group definition in 2019. This included the definition of two new personas, i.e., symbolic individuals with the typical characteristics of the respective target groups: the adaptive-pragmatic Neumaier family and the liberal-intellectual Eschenbach family.

The challenge was to come up with an informative concept that thoroughly describes the two target groups. For the sake of uniform brand communications, this information is shared with all partners of Steiermark Tourism. The concept also included a persona video, explaining all relevant information about the two families by way of an interview. In addition, more images and texts describing the personas can be found on the b2b landing pages. This combination of moving images, text and imagery ensured that all tourism partners could consume the persona content in their preferred format.

What the client says
„The script for the persona videos needed to be appealing as well as informative. The punkt & komma team did an excellent job of uniting these two aspects“
Erich Neuhold, Steiermark Tourismus

The special nature of the project

On two extensive days of shooting – one with the Eschenbachs in Graz and one with the Neumaiers in Schladming – we captured a typical day of each family’s holiday in Styria. Of course, it takes detailed planning and excellent teamwork of the photography and videography experts to make shoots like these a success. Scripting the interviews in advance allowed us to define all key aspects before the actual shooting took place.  

Project services in the field of visual storytelling

  • pre-production incl. conceptual moodboards and storyboards 
  • support during the model casting process
  • support during location scouting
  • advance scripting of the interviews needed for the shoot
  • shoots in Graz and Schladming incl. interviews
  • additional imagery for the landing pages
  • post-production

Sample photos taken at the persona shoot

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