I noticed this ad in The New Yorker today run by the City of Vienna. They’re advertising visiting the city. But most of all they’re slamming Instagram tourism, where people spend all their time simulating leisure for social media followers instead of actually enjoying themselves.

Their slogan is: “Enjoy Vienna. Not #Vienna”

And: “Unhashtag your vacation!”

If you visit the campaign’s web page, which is unhashtag.vienna.info, you’ll be greeted by a friendly lecture on the stupidity of Instagram tourism, with an invitation to visit Vienna for a “digital detox.”

At the bottom of the page is a button that links to “Six signs you should think about a digital detox.“

The page also links to the City of Vienna’s Instagram page, which is mostly photos of a bunch of buildings.