My master thesis deals with the Styrian Spring (Steiermark Frühling) in Vienna, an event which is organized by the Styrian Tourism Ltd. It is seen as an event of advertisement with the aim of thanking Viennas people, who are regular guests in the beautiful county Styria and furthermore to invite them to another Styrian holiday. Therefore, the Town Hall Square of Vienna turns into a small Styrian village, where Styrian regions represent themselves with regional products and the Styrian tourist board.The focus is based on the Styrian Spring in context with cultural sciences. In detail, by questioning, the apparently traditional stale idea how Styria is used as a holiday region. Additionally, my work deals with reasons whether and how this unmistakability leads to the idea of an exorbitant and idyllic county.To refer to this problem, the work is divided into two big parts. The first part deals with the literature research, with the main focus on folkloristic elements and image analysis. As a result of theoretical elaboration of these topics, an idea or rather a procedure is developed, by showing how this event is put into an cultural scientific context. The second part of this work is represented by a field study, which was carried out by me while the Styrian Spring in Vienna. The focus lies on the image analysis of the distributed advertisement leaflets of each region and of the folkloristic elements of the entire event.In conclusion, this work indicates that the exaggeration and the development of an idyll, concerning the county Styria as a holiday region, exists. There is a deliberately use of the idyllic atmosphere to attract visitors and to increase their number. The traditional stale ideas were adapted and represent now, what each guest is able to gain and for sure will gain out of visiting Styria.