DINNER WITH GEORGIA
|Client||GEORGIAN NATIONAL TOURISM ADMINISTRATION|
|Category||A05. Travel, Transport & Leisure|
|Title||DINNER WITH GEORGIA|
|Entrant||WINDFOR'S Tbilisi, GEORGIA|
|Idea Creation||WINDFOR'S Tbilisi, GEORGIA|
|Media Placement||WINDFOR'S Tbilisi, GEORGIA|
|PR||WINDFOR'S Tbilisi, GEORGIA|
|Production||WINDFOR'S Tbilisi, GEORGIA|
|Vato Kavtaradze||Windfor's||Creative Chairman|
|Bibi Asatiani||Windfor's||Creative Director|
|Beqa Meparishvili||Windfor's||Executive Creative Director|
|Nino Gordeladze||Windfor's||Executive Creative Director|
|Iko Sakvarelidze||Windfor's||Senior Copywriter|
|Tsotne Mazmanishvili||Windfor's||Strategic Planner|
|Matassi Sulakauri||Windfor's||Art Director|
|Mari Sukhishvili||Windfor's||Senior Art Director|
|Tamar Tsintsadze||Windfor's||Client Service Director|
|Inga Svanidze||Windfor's||Account Manager|
|Zakharia Metreveli||Windfor's||Graphic Designer|
|Tamta Malazonia||Windfor's||Graphic Designer|
|Zura Chavchanidze||Windfor's||Web Designer|
|Toka Mamrikishvili||Windfor's||Web Designer|
|Merab Kechkhoshvili||Windfor's||Digital Account|
|Lado Malazonia||Windfor's||Strategic Planner|
|Sandro Javakhishvili||Windfor's||Strategic Planner|
|Tamar Morchiladze||Windfor's||Agency Producer|
|Natia Nikoleishvili||Windfor's||Production and Post-Production Manager|
|Goga Devdariani||Independent||Director Of Photography|
|Sandro Nakashidze||Windfor's||CG Artist|
|Irakli Putkaradze||Independent||Sound Designer|
|Paata Godziashvili||Independent||Sound Desinger|
|Ondrej Stibingr||UPP Universal Production Partners||Senior Colourist|
The CampaignGeorgians believe that we are the most hospitable country in the world and this belief is deeply rooted in our culture (there’s even one Georgian saying, that “The Guest is from God”). On a personal level, every would-be host prides to have some unique, customized “program” – a sort of a guide prepared for special guests – which includes recommendations of sightseeing, wine- tastings, national cuisine, etc. To prove that the experiences felt by tourists visiting Georgia are truly unforgettable we needed to find someone, who could experience this by himself. Collaborating with national customs office and police services we identified 6 millionth visitor and prepared carefully choreographed surprise for him in a real time.
Creative ExecutionFirst 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 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 then 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.
ResultsMore than 100k local hosts selected their ultimate hosting guide on the website www.hostme.ge More than 20 countries covered Jesper’s trip throughout Georgia. That drove us to 130 million+ media impressions. And 28% increase in tourist flow against the same period of the previous year. This unbelievable adventure turned Jesper into a real celebrity in Georgia, that pushed him to actually move to Georgia.
Dinner with Georgia is a campaign with two goals: 1. To inform the whole country about the growth of tourism (record-breaking 6 million visitors in one year in Georgia). 2. To position the country as the most hospitable destination for tourists worldwide. On one hand we managed to involve 100k+ locals (population of Georgia - 3.5 million) to participate in creating “the host generated” platform - Georgia Recommends - an ultimate guide what to eat and where to go in Georgia. On another hand, we invited all potential tourists to our ”host generated” platform to find out what Georgians recommend.
With the rapid rise of international visitors, Georgians should unite to come up with an ultimate guide – “the program” designed to give the best advice to any foreign guest - Collective, host-generated platform for unforgettable [Georgian] experiences.
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