Politics Unofficial

After the “burp video”: turbulence in the advertising house

A Tirol Werbung advertising poster. After the "burp video", there is a huge rumble in the advertising company.

(Bild: Manuel Schwaiger)

The "accidentally" published "burp video" is probably just the tip of a power struggle between the management of Tirol Werbung and tourism bosses that has been raging for some time.

The gale-force winds that have recently blown across large parts of the country are said to be a mere "laughing stock" compared to the turbulence that has been going on around Tirol Werbung for weeks. It is less about financial matters and much more about people. It's hard to tell who exactly is trying to throw the famous hack at whom. At the center of the attacks is Karin Seiler, who has been Managing Director of Tirol Werbung since May 2022. She is said to not always have the nicest manner, especially when it comes to the tone towards some tourism bosses in the state. Some are said to be "way over the top".

This perhaps makes it clearer why an almost two-year-old video with undoubtedly tasteless content has suddenly "accidentally" appeared in public. So is it aimed at Seiler in order to harm her, to attack her, to weaken her, even to get her to resign? Anything is possible!

Josef Margreiter should not be forgotten in this debate. Without him, nothing would work at Tirol Werbung, even if he is now managing director of the superordinate Lebensraum Tirol.

Ein Touristiker

Several names in charge
It is interesting that Seiler has taken responsibility for the video and publicly apologized. But why is she doing this? This question arises because Seiler most likely had nothing to do with the making of the video, as she was still managing director of Innsbruck Werbung at the time. Before her, the head of Tirol Werbung was Florian Phleps, who is now head of corporate services and project management at the Austrian Ski Association. Responsible for marketing and communication - and therefore probably also for video productions - is Patricio Hetfleisch, who moved from a large-format daily newspaper to Tirol Werbung and, according to the organization chart, has a team of around 40 people at his disposal. According to his own description, he is responsible for "developing marketing and communication strategies as well as coordinating the implementation of all marketing measures".

LR Gerber (right) wants to know everything about the "burp video" from Seiler.

(Bild: Birbaumer Christof)

Nothing works without Margreiter
"Josef Margreiter must not be forgotten in this debate. Without him, nothing would work at Tirol Werbung, even if he is now managing director of the superordinate Lebensraum Tirol," emphasizes a tourism expert and adds: "The fact that Provincial Councillor Gerber is now asking him of all people for clarification on the 'burp video' is the joke of the year. It would be like the perpetrator of a crime scene being tasked with solving a crime while the detectives have a nice evening in front of the TV with chips and beer," says the Oberlander with sarcasm.

I want to find out every step of the way how this video came about. Because you have to know that there is first of all a storyboard that sets out exactly what the agency has planned. It certainly said that burping would take place.

LR Mario Gerber

Bild: Christof Birbaumer

Meeting should bring clarity
The regional economic councillor Mario Gerber, on the other hand, is demanding complete clarification and wants to bring transparency to the dispute that has allegedly been raging behind the scenes for some time. He has therefore called a meeting for Wednesday after Easter, to which the representatives of the 34 Tyrolean tourism associations and four representatives of the Chamber of Commerce from the tourism and leisure sector have been invited. All the facts are to be put on the table "without taboo". "I am not afraid to critically discuss the direction of Tirol Werbung," emphasized the ÖVP provincial councillor. The aim is to calm the waters. But of course also about the "burp video".

One of the slogans of Tirol Werbung.

(Bild: Manuel Schwaiger)

"It's about the reputation of Tirol"
"I want to find out every step of the way how this video came about. Because you have to know that there is a storyboard first, which tells you exactly what the agency had planned. I'm sure it said that there would be burping. Then I want to know who commissioned the production and, finally, why and by whom it was put on the Internet," the state councillor is furious.

The aim must be to restore calm to Tirol Werbung and get this 100 percent state-owned company back on track. "After all, Tirol's reputation as one of the most beautiful tourist destinations is at stake here."