ART DIRECTOR: Matt Gill COPYWRITER: Ahalya Bahuguna STRATEGIST: Xinru Jiang
The Situation:
My team was tasked with picking a remote or not often visited country and create a campaign that convinces people to take a trip to said country.
The Insight:
People like traveling, but popular places can become too touristy and makes it hard to really immerse yourself in the local culture.
The Strategy:
Use the fact that Mongolia is an untouched and not often visited place as a reason to visit using sharp copy and beautiful images of Mongolia in OOH, digital and video ads. There are also experiential and social media stunts to support the visual campaign.
The Campaign:
Mongolia - A land like no other.
Mongolia might not be someone’s first choice for a vacation. Or second. Or even third.
But that’s exactly what makes it so special; its distinctiveness and untouched beauty set it apart from any other place in the world.
Campaign Landing Page:
A landing page for our campaign that we will push potential trip takers too. The page will feature four sections highlighting some of the biggest draws of visiting Mongolia, help educate visitors on what they can expect on their trip and an option for them to book a trip for themselves. Below is a screen recording of the page:
Video:
Social Media:
Instagram Reels:
Caption Copy:
Views you’ll never get tired of, just a click away: www.visitmongolia.com
Caption Copy:
Blink once. Blink twice. Blink a third time too. It doesn’t get any less spectacular: www.visitmongolia.com
Caption Copy:
Usually, we don’t believe in signs. But sometimes they’re just too clear to ignore: www.visitmongolia.com
New York Times Digital Banner Ads:
OOH:
A Land with #NoFilter Instagram Campaign
When a place is as pristine as Mongolia, the pictures you take of it need no filters. We team up with Instagram to remove the use of any filters in posts that use the hashtag #Mongolia.
Instagram Posts:
Experiential:
“From Gate to Ger” Airport Pop Up
When you board your flight to Paris, you already know how it will end: a photo on the Pont d’Iéna, just like everyone else on this plane. The story you’ll tell your friends will feel familiar—another tale of Paris, no different from the ones they’ve heard before.
But this time, your story could be different. Before you even leave the airport, you step into a land like no other.
Take a seat in a ger (also known as a yurt) and sip milk tea, the way Mongolians welcome their guests—with the warmness and hospitality. While you wait for your flight, Mongolia is here for you.
An AI generated image of what the pop up could look like.
“Travel is fatal to prejudice, bigotry, and a narrow mind.”
— Mark Twain