by Mareike Forßbohm
A lot of cities have their own image film. The next type of city marketing is to create a sound logo and Vienna is one of the cities with such a logo.
Music has a long tradition in the capital of Austria especially classical music like the ‘Vienna Walz’. ‘From opera and classical melodies to the electronic sounds of today, music of all genres fills the stages of the city as well as daily life’ (1). That’s why the Vienna tourism board comissioned the composer Herwig Kusatz to create the sound of the town ‘and to complement the new advertising line of the destination brand future as an acoustic element’ (2 ). The Vienna Tourist board used the logo at (inter-)national events, on its telephone system and they try to make it known by hotels and travel agencies.
I’m not sure if this kind of advertising is a good one. The first time I heard the sound I would never think that this is typically Vienna…
To hear the sound logo: Vienna Sound