Austria’s Image Abroad

Austria’s Economic Minister Reinhold Mitterlehner announced a new strategy for revamping the country’s image abroad. While music, the landscape and Mozartkugeln, are well-known touristic features, the focus of this initiative will be an improved rating in "nation branding", led by the U.K.-based independent policy advisor Simon Anholt.

Of primary importance, so Mitterlehner, is a coordinated Internet presence of embassies, consulates and foreign trade offices, as well as raising awareness of Austria’s competences in sectors such as renewable energy. The specific details of the €740,000 campaign are to be announced in due course.

Meanwhile, 17 Austrian companies, together with the Austrian National Bank and the Vienna Stock Exchange, have started their own dialogue process entitled 21st Austria, targeting specifically U.S. and U.K. opinion leaders.

Its spokesperson is Central Bank President Claus Raidl, who praised Austria as being innovative in international investment. Companies like Raiffeisen International, VOEST Alpine or OMV are part of this initiative.