The Carinthia tourism brand stands for summer holidays by the lake combined with sun and the south. The brand is not assigned a competence for mountain experiences. That's why the Natur Aktiv special interest campaign has been in existence since 2015. In the first campaign, the Carinthia brand was in the foreground, with modest success. The following year, Saint Elmo's was able to prove through an AB test that a campaign without a direct connection to the Carinthian brand leads to better results. The result was a landing page with the neutral domain www.berglust.at, with a clear focus on the mountain experience and the goal of drawing as many potential guests as possible to the mountain adventure holiday in Carinthia and this through a long stay and a high return rate. The Carinthian regions involved prepare and maintain the offers and topics. For high content quality, Saint Elmo's conducted workshops with photographers and copywriters. The originality and quality of the offers are in the foreground, the Carinthia brand is in the background – with measurable proof: A campaign works without a brand!