Kyrgyzstan: World's Best Kept Secret
Bad reviews. Beautiful country.
Copywriting by Martin Beredo | Art Direction by Daniel Arougheti
Campaign Strategy
Product:
The Country of Kyrgyzstan
Target Audience:
The "Anti-Tourist" Traveler
Unique Benefit:
Kyrgyzstan is one of the last places on earth that is still raw and untarnished by tourism.
Reason to Believe:
Real, negative reviews from tourists who hate the lack of infrastructure.
Insight:
Traditional tourists hate Kyrgyzstan. But for "anti-tourists," these complaints sound like a ringing endorsement.
The Big Idea:
Use real 1-star reviews as copy to prove that Kyrgyzstan is the world's best-kept secret.
Creative Executions
Outdoor (Video)
Social & Web Components
Tchotchkes
