What Works

Case studies, research reports, and articles demonstrating the effectiveness of nation, city, and place branding and marketing strategies.

What Works

OutHorse Your Email

Addressing an ‘always-on’ style of working that left people burnt out, this campaign invited people to have a distraction-free holiday in Iceland and used horses to write their out of office email for them.

Learn about Iceland's Award entry for Best Communication Strategy: Tourism

What Works

Fiji: Where Happiness Comes Naturally

Fiji regularly tops the survey for the happiest country in the world. The new positioning highlights Fiji as more than a postcard destination, instead showcasing a genuine perspective on happiness.

Learn about Fiji's Award entry for Best Communication Strategy: Tourism