The country of Georgia wanted to refine and deliver its national tourism message to attract more high-value visitors--those who stay longer and spend more.
Working closely with the Georgia National Tourism Administration (GNTA) and DAI, we clarified the Georgia tourism brand pillars and brand messaging, matched each with the relevant source markets, and developed an online toolkit the GNTA and private sector stakeholders could use to appeal to the various source markets via social media.
The Georgian tourism brand pillars were sound, but they were being communicated to the various source markets in an uncoordinated, skattershot manner.
As these communication materials were being rolled out in Q1 2020, Georgia closed it borders due to COVID-19. At that time, we completely rewrote the Georgia tourism strategy, and created a portfolio of new social media posts.
We also created six collateral brochures, a series of 10 online videos introducing interesting Georgians to an international audience, and a new social marketing tool kit. We built a content library of over 1,000 images and 20 videos. All intended for a post-COVID reality.
The online videos and collateral brochures are just beginning to roll out, as Georgia slowly recovers from the pandemic.
