Niki Lauda is a former Formula 1 pilot. Lauda Air is the airline company he founded in Austria about twenty years ago. The Republic of Lauda is an original marketing concept and a virtual world created by JWT Wien.
The idea is to strengthen Lauda's Air position on the market with a provocative and sexy campaign. In the Republic of Lauda it's always holiday, because holiday is a state of mind, and because Lauda Air offers 34 destinations to relax and escape the daily stress.
For sure we can agree they have decided to do things in a different way. I like the concept, the outdoor advertising is good, while to me, the Web part looks rather poor.