Development of St. Petersburg as Travel Destination

CONTEXT

According to the surveys a European tourist of an average age has quite poor information about Russian in general and about Saint-Petersburg in particular. Russia has an image of cold wild country with oil, vodka and big money, where European tourists are encountered by hazards and "bears in the streets". This pattern reduces the number of Saint-Petersburg visitors.

OBJECTIVE

Develop an advertising campaign targeted at changing the common image of Saint-Petersburg in the eyes of European tourists as of a wild Russian city.

SOLUTION

Do not try to convince the Europeans, but play with their patterns: Did you expect to meet with bears here? So here are they!" The advertising concept is created with hyperbolic, ironical themes. Bears in advertisement draw attention of the tourists to the city sights and beauties. No bears, just beauty, or Welcome to Saint-Petersburg!
The campaign was set in two stages:
1. Outdoor stage in largest cities of Europe: Amsterdam, London, Paris, Frankfurt, etc.
2. TV clips broadcast at CNN and Euronews.