Georgian National Tourism Administration: Dinner With Georgia [image]

Credits & Description:

Title: Dinner With Georgia
Agency: Windfors
Brand: Georgian National Tourism Administration
Country: Republic Of Georgia
Entrant Company: Windfors, Tbilisi
Advertising Agency: Windfors, Tbilisi
Production Company: Slow Pulse, Tbilisi / Windfors, Tbilisi
Creative Chairman: Vato Kavtaradze (Windfors)
Executive Creative Director: Nino Gordeladze (Windfors)
Executive Creative Director: Beqa Meparishvili (Windfors)
Creative Director: Bibi Asatiani (Windfors)
Senior Account Manager: Tamar Tsintsadze (Windfors)
Chief Strategist: Lado Malazonia (Windfors)
Digital Planner: Alexander Javakhishvili (Windfors)
Copywriter: Iko Sakvarelidze (Windfors)
Copywriter: Tsotne Mazmanishvili (Windfors)
Art Director: Mari Sukhishvili (Windfors)
Art Director: Matassi Sulakauri (Windfors)
Account Manager: Inga Svanidze (Windfors)
Digital Project Manager: Merab Kechkhoshvili (Windfors)
Designer: Zakharia Mesropov (Windfors)
Designer: Tamta Malazonia (Windfors)
Web-Designers: Zura Chavchanidze (Windfors)
Web-Designers: Toka Mamrikishvili (Windfors)
Executive Producer: Ringailė Leščinskienė (Windfors)
Production And Post-Production Manager: Natia Nikoleishvili (Windfors)
Producer: Tami Morchiladze (Windfors)
Editor: Dima Chkheidze (Windfors)
Editor: Goga Tsikolia (Windfors)
Cg: Sandro Nakashidze (Windfors)
Sound Designer: Irakli Putkaradze (Windfors)
Sound Designer: Paata Godziashvili (Windfors)
Release Date: 10.03.2017
Strategy:
Georgians believe that we are the most hospitable country in the world and this belief is deeplyrooted in our culture (there’s even one Georgian saying, that “The Guest is from God”). On apersonal level, every would-be host prides to have some unique, customized “program” – a sortof a guide prepared for special guests – which includes recommendations of sightseeing, wine-tastings, national cuisine, etc.With the rapid rise of international visitors, Georgians should unite to come up with an ultimateguide – “the program” designed to give the best advice to any foreign guest.Collective, host-generated platform for unforgettable [Georgian} experiences.
Outcome:
More than 100k local hosts selected their ultimate hosting guide on the website www.hostme.geMore than 20 countries covered Jesper’s trip throughout Georgia. That drove us to 130M+ media impressions.And 25% increase in tourist flow against the same period of the previous year.This unbelievable adventure turned Jesper into a real celebrity in Georgia, loved by the whole country, that pushed him to actually move to Georgia.
Synopsis:
In 2016, Georgia is expecting record-breaking growth of incoming visitors. For the first time in its history, the country will welcome more than 6 million visitors per year. Georgian National Tourism Administration (GNTA) sees this milestone as an opportunity to spread the word about country’s unique character to wider audiences. The Objectives- Inform and inspire population of Georgia about the growth of tourism to rally around the sense of hospitality / national pride- Strengthen the positioning of Georgia as “very welcoming and hospitable country” - Increase global awareness of Georgia as “open and tourist-friendly” countryTarget Audience- 22+ Young Professionals / Active social media users- International Markets (Post soviet / European countries)
Campaign Description:
Key Message- Georgia welcomes all visitors with unforgettable experiencesTo prove that the experiences felt by tourists visiting Georgia are truly unforgettable we need tofind someone, who can experience this by himself.Collaborating with national customs office and police services we identify 6 millionthvisitor and prepare carefully choreographed surprise for him in real time.While the tourist enters the country, Georgia is preparing for a special welcome.Visitor #6millionth – symbolizing any potential tourist, would be hosted by whole country,symbolized and represented by… The Prime-minister of Georgia himself.
Execution:
First we created a data-driven campaign for the whole country to get involved:@www.hostme.ge every Georgian could vote which dishes best represented the national cuisine, as well as which places one should visit to get truly introduced with Georgia. Using Georgians as our data source about dishes and sightseeings, we created an Ultimate Guide for all tourists with a tagline: GEORGIA RECOMMENDS.Then, together with customs office and Ministry of Internal Affairs, we identified the flight, which potentially carried the 6th Millionth Visitor of our country and after the plane landed, finally detected the lucky one! That was followed by an airport pick-up of the guy with the police escort, his welcoming billboards on the main avenue of Tbilisi and the dinner with the Prime Minister – served according to the menu, voted by Georgians.The dinner was just the starting point of Jesper Black’s remarkable 1-week journey around Georgia.
Relevancy:
For the first time in its history, Georgia (the country, not the state) was about to welcome over 6 million visitors in the same year.To communicate this landmark to the whole of Georgia and position itself asthe most hospitable tourist destination worldwide we detected our lucky 6millionth international visitor and welcomed him like he’d never forget. Convincing the prime minister of the country and more than 100k of its citizens to show-off their best hospitality skills resulted in a story to share.