Not just "burps"
Tirol Werbung: Several million, a few hoppalas
Tirol Werbung has a considerable annual budget. The "burp video" is not the first commercial that has caused a stir. It brings back memories of a Krampus who drinks oat milk instead of local cow's milk. According to information from the "Krone" newspaper, there will soon be an emergency meeting.
"The whole country is ashamed of this family." This was the headline of the German Bild newspaper, which also became aware of the latest Tirol advertising hoax. As reported, a video "accidentally" went online showing a burping family in an idyllic mountain setting. The commercial was taken off the web again soon afterwards. Even if it was only an agency's suggestion in this specific case - such productions cost money.
Budget of over 25 million euros
The "Krone" took a closer look at the budget and personnel of Tirol Werbung. The editorial team received the 2023 activity report of the Lebensraum Tirol Group from an anonymous source. This also includes Tirol Werbung. According to the report, it had funds of around 25.2 million euros in the previous year. The money was used for personnel costs (EUR 5.1 million), administrative costs (EUR 815,000) and services (EUR 19.3 million).
Tirol Werbung has just under 90 employees. Around 25.2 million euros were also available in 2022.
Not the first faux pas since Seiler took office
Karin Seiler has been at the helm of Tirol Werbung since May 1, 2022. It may be pure coincidence, but since she has been in office, there have been two other gaffes in addition to the "burp video". At the beginning of October 2022, it was announced that Tirol Werbung was reconsidering its sponsorship of the ÖSV. The reason: it had only partially succeeded in attracting more guests to Tirol.
However, in mid-November, the decision was reversed and a contract extension was signed until 2028. "In good talks with the ÖSV, we were able to extend the proven cooperation with new contractual content. This opens up new opportunities for us to reach potential Tirol holidaymakers and get them excited about our beautiful vacation destination all year round," said Karin Seiler.
Memories of video with oat milk and Krampus
In the same month, an advertising video that deliberately went public caused a stir. It featured: A Krampus ordering a latte macchiato with oat milk in a hut. Tyrolean farmers in particular were up in arms because cow's milk was left out. Tyrol's LK President Josef Hechenberger saw this as "an affront".
According to information from the "Krone" newspaper, State Councillor for Economic Affairs Mario Gerber (ÖVP) does not want to go back to business as usual after this faux pas by Tirol Werbung, but instead wants to convene a crisis meeting in the next few days to talk straight.
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