This initiative sought to encourage visitors to see the city and its landmarks through not only through the lens of a smartphone camera. The campaign was publicized with a kick-off at the Belvedere gallery, where a red hashtag was placed over Gustav Klimt’s world-famous painting ‘The Kiss’. OOH flights in Germany, the UK and the US, print and social ads as well as a purpose-built landingpage challenged the public to use their own social media when travelling.