What Works

How do you market a destination to people who are not allowed to visit and keep an industry alive when it is not allowed to operate? The answer: You get them to keep dreaming of the one day that they can. Discover more about the Western Cape's award-winning strategy here.

As the discussions began on how to ‘build back better,’ a key question remains on how a regenerative future can be funded. Could well-designed tourism taxes be part of the answer?

While 'brand New Zealand' resonates globally, Auckland - the country's largest city - is less well known. Discover how they created a brand strategy that became the focal point of their recovery strategy and won them the 2020 Place Brand of the Year award.

Instead of collaborating together, the smaller municipalities tend to interpret the city of Utrecht as an authority. In order to make a change on the international playing field, the local marketing teams need to team up and form a strong alliance and form a cohesive design identity for the region.

Metal isn’t a subculture in Finland; it’s mainstream, and Finland's goal was to provide the metal community with a way to engage in discussion with the global audience. The metal community is about inclusivity, and fosters a spirit of togetherness, mirroring the aspects of Finnish society that they wanted to showcase.

How do you create a promotional message that sparks interest in an over-saturated market? Discover how Iceland created a viral success by challenging people to the hardest karaoke song in the world - and how they educated visitors on being more responsible tourists at the same time.

Braga has a rich history - but it's entrepreneurial and innovative spirit was often overlooked. Enter a creative new strategy which invited locals and tourists to be time travellers in the city...

To become as happy as a Finn, you can rent one and learn how.

Discover the details behind the award-winning campaign from Visit Finland.

The 1992 Olympics were a turning point for Barcelona. 25 years on, the city wanted to identify a new value proposition. How did they leverage lessons from a successful Olympics to further transform the city's image?

The goal was to make Helsingborg the first place that would come to mind year-round with all the necessary components for a world-class weekend destination - The Weekend City. A new communication concept was developed; WKND by HBG.