"The Austrian Synapse": Austria Tourism Wants to Rewire Your Brain

Mar. 11, 2026

As more travelers look for personal growth rather than just a change of scenery, Austria Tourism is positioning the country as a destination that leaves a lasting mark – quite literally.

Its new campaign, “The Austrian Synapse,” suggests that experiences in Austria create new neural connections in the brain, turning travel memories into the ultimate souvenir.

Created with lead agency Wien Nord Serviceplan, the 360-degree campaign launches with a social film blending live action, animation and a soundtrack by Austrian indie band Bilderbuch.

c. As their journeys unfold, new synapses appear visually – eventually connecting all three stories. Directed by Roland Schafek and produced by PPMNext Film, the spot combines live-action footage with handcrafted animation from Bounty Studio and artists including Pia Graf.

The campaign also features a digital platform, austriansynapse.com, where live data visualizes the “Austrian synapses” being formed in visitors’ brains around the world.

The idea draws on neuroscience research showing that novel experiences – such as new tastes, languages and encounters – can trigger neuroplasticity, strengthening or forming new synaptic connections.

Sandra Stichauner, CMO of Austria Tourism, explains the new approach:

“We are addressing a generation that sees travel as an investment in itself – in mental health, inspiration, and personal development.” The responsible Creative Directors Axel Spendlingwimmer and Michael Maier of Wien Nord Serviceplan add: “Experiences in Austria are not just emotions. They become a real part of your brain. We loved how physical this insight feels.”

 

The campaign launches across Germany, Switzerland, the UK and the Netherlands, with film, OOH, digital placements and real-world activations rolling out later this year.