Vienna's major themed year 2018 ran under the slogan “Beauty and the Abyss. Klimt.Schiele.Wagner.Moser.” A hundred years earlier, four key protagonists of Viennese Modernism – the painters Gustav Klimt and Egon Schiele, the architect Otto Wagner and the universal artist Koloman Moser – all died. Viennese Modernism – the era when the four individuals named and many other personalities created magnificent works – is one of the most important art and cultural epochs in Austrian history. In 2018, the artistic works and numerous innovations from this era between creative burgeoning and global political inferno formed the theme for over 30 exhibitions and numerous special tours in Vienna.
The Vienna Tourist Board had already started advertising with the slogan in 2017 at the world’s largest tourism trade fair, ITB in Berlin; comprehensive B2B and B2C measures followed. In the course of 2017, the Vienna Tourist Board toured through nine metropolises around the world with “La Ronde of Viennese Modernism”, and in 2018 the campaign highlights described below were organized.