Anyone who got a promotional tattoo could travel on buses and trains for free in Austria. Commentators called this action “sustainably stupid.” The responsible minister admits that it cost 23,000 euros and promises: There will be no repeat.
The idea was too strange not to cause controversy: visitors to two festivals in Austria in the summer were offered a free annual ticket for all buses and trains if they got tattoos with “climate ticket” motifs.
According to Environment Minister Leonore Gewessler, the campaign remains a one-off affair. A repeat is not planned, the Green politician told the AFP news agency. According to the minister, a total of 42 visitors to the “Frequency Festival” and the “Electric Love Festival” had tattoos, and the first six of them were given the nationwide annual pass worth 1,095 euros. The costs for the tattoo artist and advertising agency amounted to around 23,000 euros, as the government announced in response to a parliamentary question from the opposition.
Controversial campaign: “Skin as advertising space”
The action caused some criticism. It was a “sustainably stupid advertising stunt,” wrote the “Standard” in the summer: Offering young people in a partying mood a gift worth 1,095 euros if they gave up their “skin as advertising space” in return was not funny. MP Henrike Brandstötter described the PR campaign as “unworthy”.
Minister Gewessler vehemently defended the idea at the time. The offer was intended to appeal primarily to young adults, as 40 percent of people under 35 in the country have tattoos. The aim of the campaign “The campaign gets under your skin” was to promote the climate ticket and public transport. She was very successful with this.
Government plans climate ticket for 18th birthday
The nationwide climate ticket was introduced two years ago. According to the Austrian transport club VCÖ, 262,000 people now have the annual subscription.
Most recently, the government announced that from 2024 people on their 18th birthday should receive the climate ticket, which is valid throughout Austria, free of charge. The aim is to get even more people interested in public transport. From their 18th birthday, young adults have three years to use the climate ticket. 120 million euros per year are budgeted for this.