As of: March 29, 2024, 8:00 p.m
By: Julian Mayr
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A commercial from the marketing organization “Tirolwerbung” is heating up emotions in Tyrol. (Symbolic image) © Andreas Strauß/IMAGO
Tyrol's marketing is causing a sensation with an advertising video. Loud belching not only disrupts the Alpine idyll, but also brings politics into the spotlight.
Innsbruck – It is not the first time that “Tirol Advertising” has caused outrage with one of its videos. As early as 2022, the tourism marketing department of the state of Tyrol published an image video that caused discussions throughout Austria. In the video, a person dressed as Krampus orders a latte macchiato in a Tyrolean alpine hut - but with oat milk.
This led to dissatisfaction with the Chamber of Agriculture, which described the mention of the milk alternative as an “affront to Tyrolean agriculture”. Now a burp clip caused a lot of trouble in Tyrol.
“You can’t explain it. You have to experience it” – Rülps advertising video from Tyrol accidentally published
Cliché-laden Austrian advertising clips usually present picturesque mountain landscapes, crystal-clear lakes, charming cities or idyllic Alpine villages. But a recently published and quickly removed advertising video from Tyrol breaks this tradition. The usual peace of the Tyrolean mountains is disturbed in the clip by loud belching. But the Alps are not always an idyllic place. In East Tyrol, a mountain threatened to destroy a farm.
The accidentally released video shows a family of four on the shore of a mountain lake. One of the children begins to burp, followed by the mother and finally the father. The father's belch is so loud that stones on the mountainside start rolling and fall into the depths. The video description read: “Can’t explain. You have to experience it.”
Burp video was rejected suggestion from an agency
The unusual video that appeared on the social media channels of Tyrol's state tourism organization could easily be mistaken for an early April Fool's joke. But as Karin Seiler, the managing director of “Tirol Werbe”, confirmed to the
Kronen Zeitung
, the publication was an oversight. Nevertheless, the video caused a stir both in society and in politics.
Those responsible were aware that the bizarre advertising video could be perceived as offensive and would cause a stir in Austria. According to Seiler, the video clip was a rejected proposal from an advertising agency that was accidentally published on the Internet during an advertising test. The video was immediately removed from all channels of the state-owned marketing company.
Tyrolean politicians demand clarification and consequences after the accidental publication of an advertising video
Despite Seiler's quick reaction and apology, the video has already been copied and distributed by numerous media outlets. The supposed damage had already been done, much to the annoyance of Tyrolean tourism experts and politicians. The Tyrolean State Councilor for Tourism and Economy Mario Gerber is calling for clarification. He expressed his displeasure to the
Kronen Zeitung
: “I want to know every step of how this video came about.”
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The managing director of “Tirol Advertising”, Karin Seiler, is in need of explanation after the burp video. © Eibner press photo/EXPA/Groder/Imago
The video has also been criticized by the political opposition. Markus Abwerzger, the head of the Tyrolean FPÖ, described the clip in a press release as a “unique scandal” and called for personnel consequences. Ultimately, it’s “about Tyrol’s good reputation as a top tourism region in Europe,” says Abwerzger. However, tourism campaigns from other countries also make people laugh online.
After Easter, the leaders of Tyrolean tourism, politics and business will meet to discuss further steps, reports the
Tiroler Tageszeitung
. However, Seiler, the managing director of “Tirol Advertising”, was not invited to the meeting. According to the
Kronen Zeitung
, this is just “the tip of a power struggle that has been raging for a long time between the leadership of Tirol Advertising and tourism bosses”.
Burp video a “brilliant marketing trick”? Many Internet users don't take Clip seriously
However, there are also users on social media who cannot understand the excitement surrounding the accidentally published video. “And what’s so bad about that? Those who were upset probably didn't burp really freely," commented a Facebook user in dialect. “Oh come on. “Ma can take things like that with humor,” suggests another. Another post humorously sums it up: “Farting and burping is a tradition from ancient times. Only when the Tyrolean vomits does he go too far.”
Some even consider the video to be a clever marketing ploy: “Did it happen by mistake? Or maybe a brilliant marketing trick? So much national and international reporting is nothing to sneeze at.” Tyrol also occasionally makes headlines because of more serious events, such as in 2023, when a mountain peak collapsed and triggered a massive rock fall.
The editor wrote this article and then used an AI language model for optimization at his own discretion. All information has been carefully checked. Find out more about our AI principles here.