From Eurovision to revelation

  • Maria Ballestar

Azerbaijan faces a challenge common to many nations: invisibility and misconception. People either don’t have any awareness at all or have an image of it that is simply not true. If you ask people what they think of Azerbaijan, they will invariably paint the same outdated picture: Eurovision contender, ex-Soviet state, a country whose economy depends on oil fields, authoritarian, nowhere to have a drink, a desert, one of the ‘-stans’. Couldn’t be further from reality. And so, the Azerbaijan Tourism Board set us a challenge: To redefine the identity of a country. Cultural immersion Over two weeks, we explored Azerbaijan, first-hand, visiting every region and holding 50 enlightening conversations along the way. We were totally unprepared for the landscape we encountered, both topographical and cultural. That included spectacular scenery covering nine climatic zones, from snow-capped mountains to sandy dunes. Azerbaijan is a fascinating cultural tapestry that still shows traces of every civilisation that set foot in their land. It’s also home to some of the most hospitable and welcoming people in the world. The unique thing about Azerbaijan is, whether you think you know the place, or couldn’t locate it on a map before, you’re in for an incredible surprise. Brand idea: Take another look Azerbaijan is simply not what you think. It’s full of things you would not expect, fascinating contrasts and contradictions. Expected | Unexpected Fire | Snow History | Future focus Traditional | Modern This is a place that will surprise you every time you visit, transforming you in the process. The reveal lens (mark) To illustrate our invitation – to ‘take another look’ – we developed our sacred asset, the ‘reveal lens’. Our symbol is made of two parts, the norm (or what one expects) and the unexpected surprises you will find there. Creating a mark that comes to life every time you see it. One that has contrast and tension at its heart, and that’s what’s truly fascinating about it. Azerbaijan becomes a place of revelations. Results Tourism is an industry that drives sustainable growth. Redefine the identity of a country and you can reinvigorate its economy. For places like Azerbaijan, tourism is more than an industry. It can be the cornerstone of an economic revival. To date, we’ve had the following coverage since the launch, and with a very small budget: 1. 486,000 views on the launch video 2. 120+ articles with 3m+ reach around the world 3. 21 total press interviews 4. @374 direct mentions on social media We were challenged to redefine the identity of a country. We can measure our success in numbers. We can also measure it by asking a simple follow-up question: Now, when you think of Azerbaijan, what do you think of?