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Austria's youngest ski instructor: Charlotte becomes a social media star

In a remarkable online campaign, the Austrian National Tourist Office brought three-year-old Charlotte, Austria's youngest ski instructor, into the spotlight earlier this year. Thanks to this campaign, she quickly became a TikTok and Instagram star.



The campaign humorously plays on the stereotype that Austrian children can ski before they learn to walk, and it garnered over 50 million views worldwide.


Social media star: Charlotte
Social media star: Charlotte

Charlotte, affectionately known as "Austria's Youngest Ski Instructor" takes us on a captivating journey through the world of skiing in 15 short video episodes. From basic techniques like snowplow turns to safety tips and the pleasures of a cozy hut visit, she showcases everything that makes for a perfect day on the slopes in the Austrian Alps.


Astrid Steharnig-Staudinger, Managing Director of the Austrian National Tourist Office, emphasizes that the campaign playfully highlights the uniqueness of winter in Austria: family time, fun in the snow, and culinary delights at traditional mountain huts, authentically and charmingly portrayed by young Charlotte.


With 29 million views on TikTok and 21 million views on Instagram, Charlotte's videos have made a lasting impression, showcasing how a lovable figure like her can capture the hearts of people around the world.


This campaign is not only a testament to the creative prowess of the Austrian National Tourist Office but also evidence of how a small idea can make a big splash and promote Austria's unique skiing experience worldwide.


If you're interested in becoming a ski or snowboard instructor, be sure to check out the Snowsports Academy website. There, you'll find all the information you need about this exciting profession: https://www.eng.snowsports.at

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