When it’s cold and rainy outside, we all like thinking about a timeout someplace warmer. The perfect occasion to promote one of Austrian Airlines's new long-haul destinations – the second most sunny place on earth: Miami.

Using „NeverWet“, a spray that completely repels water on any surface, we sprayed our message onto the concrete near subway and bus stations and other highly frequented places in Vienna:

"360 sunny days per year: MIAMI. Book now on austrian.com"

The twist: Our message was only displayed when our target group was in the right state of mind: during rainy weather.

This way, passers-by were not only surprised by the change of weather, but also by the startling effect of our promotion.