CASE STUDY
Full-Service Content Campaign for Armenia’s Rebranding
GLP partnered with local Armenian marketing and tourism organizations to embark on a multi-year strategic storytelling & content strategy campaign to reposition Armenia as a unique and sustainable destination that offers tourists authentic experiences off the beaten path.
Campaign Highlights
KEY STRATEGIC PARTNER OF A 2-YEAR DESTINATION REBRAND
We provided our international perspective and approach to authentic storytelling to elevate the vibrant country from an emerging destination to a globally recognized outdoor and adventure destination.
COMPREHENSIVE CONTENT CREATION PACKAGE
We created, managed, and produced a wealth of new content assets for the Republic of Armenia’s Tourism website.
PRESTIGIOUS EARNED MEDIA PICKUP
Our stories earned media pickup from National Geographic and Food & Wine.
Details
Partner: Tourism Committee of the Ministry of Economy of the Republic of Armenia
Location: Republic of Armenia
Key Themes: Outdoor Adventure | Nature | Culture | Food & Wine
CHALLENGE:
The Tourism Committee of the Ministry of Economy of the Republic of Armenia embarked on a destination brand journey to reposition Armenia as a distinctive, resilient, and authentic destination positioned for the future of travel on a global stage.
The Tourism Committee initiated a full rebrand of their website, with all new content, ranging from written articles to photography and video storytelling.
SOLUTION:
GLP partnered with local Armenian marketing and tourism organizations and produced a comprehensive package of content featuring over 20 inspiring videos, 200 articles, and 150 professional photos, completely rebranding their website: Republic of Armenia Tourism.
Key Goals
SPOTLIGHT ARMENIA’S UNIQUE ADVENTURE, NATURE, CULTURE, AND GASTRONOMY OFFERINGS.
ATTRACT NEW ADVENTURE, CULTURAL, AND FOODIE TRAVELERS.
HIGHLIGHT OUTDOOR RECREATION AND ADVENTURE TRAVEL EXPERIENCES IN MULTIPLE REGIONS TO SPREAD TOURISM MORE EQUITABLY.
INTRODUCE EXPERIENCES THAT CAN BE ENJOYED ALL-SEASON OR ARE UNTAPPED IN THE “OFF-SEASON” TO EXTEND THE TOURISM TIMELINE FOR AN ACTIVITY OR REGION.
Video Storytelling
STORY #1: THE SPIRIT OF ARMENIA
From the majestic mountains and lush forests to the bustling cities and ancient landmarks, this video captures the essence of Armenia's spirit and invites you to experience the country's unique charm and hospitality.
STORY #2: ARMENIA’S TREKKING ADVENTURE
Looking to explore the real outdoors, off the beaten path? Armenia offers hikers and outdoor enthusiasts unique authentic and immersive experiences. Check out this video to get a glimpse into what you can discover on an Armenian trek.
Media Coverage
NATIONAL GEOGRAPHIC
Check out National Geographic’s article about the Transcaucasian Trail (TCT). Written by Mark Johanson, who joined GLP’s filming expedition in Armenia, the article explores the beautiful offerings of Armenia and features photography by GLP Films.
FOOD & WINE
Read more about Armenia’s culinary scene in this article, which explores Armenia’s ancient winemaking culture. The article, written by Mark Johanson, highlights the restaurants and wineries that are a must-visit for travelers.
