07 Aug Work Inspiration and Intentional Disconnecting in the Austrian Alps

For some people, work is just another part of their life like brushing their teeth or taking out the garbage. But given the amount of time we invest in it, shouldn’t work mean more than that? This article is a flashback to our last video and photo assignment for the mountain town St Anton am Arlberg and the perfect example for how your job can become one of the most inspiring resources of your life. Further, it is about the importance of quite moments in our lives, the step back into nature and about intentional disconnecting.

Reinventing our definition of work

Work can be many things. Work can be duty, work can be tiring and nerve-racking, something that needs to be done and brings in the money. Unfortunately, this is how many people see their work and some of them might be happy with that situation. A clear separation between work and free time makes it easier to relax at home and to enjoy real vacation a few weeks a year.

However, this is not the kind of attitude to work that freelancers and entrepreneurs usually follow. For us, working in video production and creative content creation, work is not a duty, nor it is simply something that needs to be done and will hopefully be over soon. With many other freelancers in similar positions, we share the idea that work needs to be exciting, diverse, ideally it should be motivating and inspiring in itself. Greg and I don’t know such thing as separation between work and free time, our office hours takes place wherever our laptops meet a stable internet connection – and we love it that way.

St Anton am Arlberg

The partnership with St Anton am Arlberg has developed and improved over a couple of years, with hopefully many events to come. There is more than one reason why we especially enjoy working with this client: The natural beauty of the location, the fun and  very supportive team and the type and diversity of activities we are asked to promote make every stay in St Anton feel a bit like being home away from home.

St Anton is situated within a gorgeous village in the Tyrolean Alps, surrounded by impressive mountain ranges and home to crystal-clear lakes and vivid rivers. These geographic conditions make Anton a popular and ideal place for skiing in the winter and kayaking, mountain biking and hiking in the summer time. The valley heavily depends on tourism and naturally has to compete with various other skiing and hiking destination all over Austria, which of course is where our services come in.

Updating Marketing Strategies

As explained in The Importance of Information Gathering, knowing your client and your client’s customers is key when it comes to destination marketing. Working with the same client over several years might make you suspect that it becomes easier to figure out what kind of content your employer is looking for. To a certain extend that might be true, because the destination is likely going to stick to an identifiable style once a corporate image has been established. However, in times of demographic and climate change, a fastening and globalising world, it is especially important to develop together with your destination.

This basically means that the content you are creating constantly has to updated and readdressed, sometimes it is necessary to try something completely new. In video production, this can mean to film new activities and attractions for the destination, but it can also mean to catch the attention of a new generation, new customer and target group.

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For a long time, tourism in the St Anton valley has been mainly about action and adventure activities and this section still plays a key role in their destination marketing campaigns. What has drastically changed our society and our personal needs over the past few years is the strong impact of digital media, globalisation and fast business life. As a result, certain activities and lifestyle choices have gained importance for the development of demand and offer on the tourism market. Leading trends are especially health and nature orientated, soft exercises, such as yoga, hiking and cycling are favoured, combined with wellness and natural food consumption. All these touristic activities are said to be able to counteract against the stress and restlessness of modern daily life and work routines. At the same time, our generation has an instant desire or need to be connected to the internet all the time, which makes it harder to completely embrace nature and it’s powerful positive impact on our soul and bodies.

The Mountain Yoga Festival

St Anton is certainly pulling the right strings in order to adapt their touristic offer to the new demands of their visitors, but also actively set trends that have the power to bring people and nature closer together. Joining the local marketing team to pre-market the annual Mountain Yoga Festival was inspiring and enriching in both, personal and work-related matters. I have always experienced Yoga practice in itself as something liberating and settling at the same time, but in combination with the fresh air and peaceful sounds of the mountains around you, it is life changing.

What especially fascinated me about creating content for a destination like St Anton was that I actually learned a lot about myself and my own personal motives for travelling. Most of the above described activities and trends in tourism (soft exercise, wellness, healthy lifestyle) not only seem very enjoyable to me, but define exactly the kind of holiday I would be looking for. More so, while practising yoga, exploring the area on e-bikes or watching the sunset, I found myself getting a little lost in the peaceful sound of the mountains without noticing that had received several what’s app messages, Facebook notifications and Instagram comments. Of course, this is makes perfect sense, as our generation is probably the one mostly affected by globalisation and digitisation of the word, but the trick is to realise what this world is really about. Being a Digital Nomads, finding these moments of complete isolation and disconnectivity can sometimes be extremely challenging, but even we should actively search them from time to time.

It will be interesting to see how popular, trend setting tourist destinations like St Anton will continue to find answers to our rapidly developing society and technology in the near future. It will be challenging to find a balance between the new generation’s need to stay connected and online at all times and their intuitive wish for isolation, spiritual experiences and physical  and mental relaxation.

The work with St Anton is the perfect example for a destination marketing campaign that is not only profitable and fun, but also inspiring. This kind of work brings you forward, does not take your time, but adds personal value to your work.

Can you identify with our idea of work? Does your job motivate and inspire you? When was the last time you felt truly and happily disconnected?

Lets get creative!


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Who's writing

Hi, my name is Nellie and I am a partner of Snell Media. My work entails written content creation, Social Media management, and assistant photography and video production. For any questions or comments regarding the blog, please drop me a line.

Nellie Winter
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