Insight Update

Austria’s youngest ski instructor: Charlotte (3) is the new TikTok star

A three-year-old explaining all things skiing is the hero of ANTO's latest social media campaign

In Austria, some children can ski before they even learn to walk – or so they say. The Austrian National Tourist Office embraced this and made three-year-old Charlotte the face of a new social media campaign.

As “Austria’s Youngest Ski Instructor,” Charlotte teaches adults how to ski – and has become an instant success with over 50 million views on TikTok and Instagram.

Just in time for the latest peak of the winter season, the February half-terms, the Austrian National Tourist Office launched a new social media campaign. The testimonial is Charlotte, who, as “Austria’s Youngest Ski Instructor,” explains everything there is to know about skiing in more than 15 short video clips.

“With this content series, we are showing what makes winter in Austria so special in a light-hearted way. Spending time with the family, having fun in the snow, enjoying culinary highlights in the mountain huts… Charlotte shows all of this with a lot of charm and authenticity! The fact that three-year-olds already ski in Austria also emphasises our expertise when it comes to winter holidays,” said Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office.

50 MILLION VIEWS ON TIKTOK AND INSTAGRAM 

In one video, Charlotte teaches a group of adults how to take their first turns, in another she provides safety tips. And then we can watch her take a culinary pit stop – the obligatory Germknödel at a mountain hut is an essential part of a perfect skiing day. The social media campaign was rolled out on TikTok and Instagram with a focus on Germany, Switzerland, the United Kingdom, the Czech Republic, Poland, the Netherlands, Belgium, Sweden, and Denmark.

Since the campaign started in mid-January 2024, the videos have reached 29 million views on TikTok and 21 million on Instagram (as of the end of January). The campaign was developed by the Austrian National Tourist Office in collaboration with their lead agency, Wien Nord Serviceplan, in cooperation with the agency Hong.

All videos featuring Charlotte can be found on the official TikTok channel or the official Instagram account.

And here’s the one-minute best-of video on YouTube.

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