Travel with our team on location for a behind-the-scenes look at our latest campaign! Get an exclusive glimpse into our storytelling process, discover some of our experiences ‘behind the lens,’ and learn more about the incredible people and destinations that we’ve gotten to explore.

Destination: Dilijan, Mount Dimats, Armenia

Armenia's ancient heritage, pristine nature, & rugged landscapes, combined with its hospitality and rich culinary scene, makes it a beautiful and exciting destination. In 2022, the Tourism Committee of the Ministry of Economy of the Republic of Armenia decided to embark 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.

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. Our head of production, Matt Weatherly, recounts his experience during GLP's 14-day filming expedition:

As we filmed our hiking story in the region surrounding Mount Dimats, we took some time to interview our guide, Ardag Kosian. He talked about the beauty of the land and the joy that he experiences when building and maintaining trails. At one point, he talked about how it can be common for hikes to take longer than planned. Not necessarily because of difficulty level or weather, but because when you’re out among rural areas in the mountains, you’ll pass through communities where people might want to stop you and have a chat. And inevitably, they’ll invite you in to have a drink or a snack before you continue on your way. It’s this current of hospitality that naturally flows through the country and its people.
I thought to myself, “That sounds nice, but I wonder how often that really happens.” I didn’t have to wonder for long. We were exploring the end of one of the routes, and came upon a husband and wife who happily showed us their livestock and farm, and warmly welcomed us into their home for some coffee. It happened exactly like Ardag had described.
As filmmakers, we hope to be able to match the topics that we cover in interviews with accompanying footage, but we don’t always hit it exactly on the nose like that! But beyond the footage itself, it was one of my favorite parts of the trip. The human connection and kindness that shines through these moments really overshadows the magnificent views of the landscape in my mind.
It’s just a small interaction that serves to restore my faith in humanity a little bit, and these are the types of memories that stay with me for a long time.