New Social Media Series “Crush Course”
Austria Tourism shows how skiing makes hearts beat faster.
- Austria Tourism launches its social media campaign “Crush Course“ targeting young adults, beginner skiers, and those returning to the pistes.
- According to a Club Med study (2021), skiing is the most attractive holiday interest on dating platforms.
- The campaign shows how easy it is to learn skiing in Austria.
SKIING BETWEEN PISTE AND APP
Skiing is the cornerstone of Austria’s winter tourism: around 61% of winter guests hit the slopes during their holiday. But the fascination with the two planks goes far beyond the pistes. According to a recent Club Med study, skiing is the most attractive holiday interest on dating apps - no other leisure activity generates more right swipes.
“Skiing can be the beginning of special encounters and shared memories. It stands for freedom, experiencing nature, and a contemporary lifestyle. Those who ski convey athleticism, style, and joie de vivre - qualities that connect people. At the same time, getting into skiing today is easier than ever: thanks to professional instruction and comprehensive on-site services, guests can get started effortlessly and focus entirely on the experience. Skiing is therefore not only healthy and fun, but an experience that brings people together,” says Astrid Steharnig-Staudinger, CEO of Austria Tourism.
YOUNG SKIERS: THE FOUNDATION FOR THE FUTURE OF AUSTRIAN WINTER TOURISM
Austria Tourism sees itself as the international voice of Austria’s tourism industry and, together with its partners, is implementing targeted initiatives to inspire young people to embrace winter sports and to create new pathways into skiing.
Skiing is not only a key driver of value creation in many regions, but also an emotional, shared experience. Whether with friends, family, or new acquaintances, ski days can be combined with culinary highlights, après-ski, wellness, or urban lifestyle experiences - creating lasting memories against the impressive backdrop of Austria’s alpine landscape.
“Skiing is a central pillar of Austrian tourism - economically, culturally, and emotionally. To ensure this remains the case in the future, we need to connect with the realities of young people’s lives, meet them where they are, and show them how attractive skiing can be. With ‘Crush Course,’ we are deliberately addressing a new generation and sparking enthusiasm for first experiences on skis in Austria,” explains Steharnig-Staudinger the idea behind the campaign.
CONTENT SERIES “CRUSH COURSE“: SWIPES INCLUDED
“Crush Course” shows in a humourous way that skiing is not only fun, but also looks great - both online and offline.
Two friends are the protagonists in a series of short social media videos, explaining in English why skiing is on trend, how to plan a ski day, and which photo settings on the slopes will make hearts race on dating apps. The series combines entertainment with information and is aimed specifically at beginners and returning skiers.
The content series will be rolled out on Austria Tourism’s international Instagram and TikTok channels, with a focus on the German and UK markets. The campaign is scheduled to run from early January to early March 2026.
SKIING FOR BEGINNERS: KNOWLEDGE THAT BUILDS CONFIDENCE
In Austria, skiing is a living cultural tradition and a cross-generational experience. Many Austrians step onto skis in early childhood. In other countries, however, this familiarity is often lacking. Topics such as getting to the ski resort, equipment rental, lift passes, or safety can seem complex to beginners.
To lower these barriers, Austria Tourism has developed a dedicated website that explains the most important basics of a ski holiday in Austria in a clear and accessible way, from travel planning and accommodation booking to ski lessons, equipment, safety, and lift passes. Check it out here.
“Crush Course“ was developed and produced in collaboration with lead agency Wien Nord Serviceplan.