AMS Austria – Business Tour 2026
With a cross-media campaign and a live expert talk, we made AMS visible across Austria and showed that talent retention knows no age.
Austria’s population is ageing. To secure our social system and address the labour shortage, we need to make better use of the available workforce potential. Whether apprentices, migrants, career returners or experienced workers aged 55+: talent knows no age. That’s exactly why we travelled across Austria with the Business Tour — to help companies recognise and harness untapped potential.
A tour across Austria that needs to be felt
With the Business Tour, AMS advisors embark on a journey: 10,000 companies across Austria are visited and advised on topics like apprenticeships, sustainable HR practices and the 55+ Initiative. The communication challenge goes beyond a classic campaign. The “on the move” feeling across all federal states needs to become tangible, and a sensitive topic like talent retention across generations must be told in an accessible, activating way.
The Business Tour is a project close to the heart of AMS CEO Dr. Johannes Kopf. A concept that carries a passion project forward must convince strategically and stand out creatively — and do both at once.
Movement as image, place names as proof: “On the Move Everywhere” taken literally
Our thesis was clear: you don’t claim a tour, you make it visible. Instead of talking about abstract reach, the “on the move” feeling was translated into an image that showed closeness and presence.
The movement line was executed consistently to its conclusion. Soft, blurred landscape backgrounds carry the visual feeling of speed and momentum. Over these cascade real Austrian place names: from Dellach to Ottakring and Hörbranz to Zederhaus, from Mellau to Jennersdorf. Everyone recognises their own town, the neighbouring village, their own region. A nationwide campaign becomes a personal “AMS is on the move in our area too.”
The whole is carried by bold, clear headlines that sharpen the tour’s service themes: “Skills shortage?”, “Underestimated potential” (55+ Initiative) and “More than just recruitment”. The binding message: Talent knows no age — addressing young talent and experienced workers 55+ alike.
The idea landed — and significantly exceeded targets
The concept convinced not only the executive board but also delivered in market. Across all measurable channels, the campaign achieved over 9.4 million impressions. On Meta, the reach target was exceeded by around 245 % and the click target by around 594 % (20,786 link clicks). On LinkedIn the average CTR was a strong 2.08 %; display and audio consistently hit or beat plan values.
The clearest proof that the creative hit the mark: 59 % of Meta traffic clicks came from users aged 55+ — exactly the audience the 55+ Initiative is designed for. A creative idea that made a nationwide tour feel personal in every region, and translated a sensitive topic into clear, activating images.
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