In Dec 2020, after the world spent months sheltering in place, ZN launched for the European Travel Commission the global campaign, Europe Invites the Curious. The goal? To safely rebuild sustainable interest in exploring the very best Europe has to offer. Based around three passion points—history, nature, and creative cities—the digital campaign organically targeted 6 key countries on 4 continents and in 4 languages.
Over the course of a year, ZN crafted and disseminated campaign material including a hero video, passion point videos, hundreds of social media posts, and dozens of articles. This content effectively promoted Europe as a unique place for traveling off the beaten path, in a slow and sustainable manner, and away from the crowds.
Another pillar of this work was an influencer campaign, which harnessed the reach of ambassadors from each passion point who embarked on virtual journeys around the continent.
In the passion point videos, we delved deep into the main campaign topics: the
history, nature, and creative cities of Europe. Derived from the hero video, these shorter clips showcased the unique experiences people can have on the European continent, such as exploring archaeological sites, scaling mountains, and witnessing burgeoning artists in their city studios.
Instagram, Facebook, Twitter, and YouTube drove this campaign as the main places where we engaged with potential travelers.
Through videos, articles, testimonies, ambassadors, stunning images, and engaging copy, we garnered:
reactions, likes, engagements and
minutes of view time.
After many thousands of views from people from countries as far apart as China, Brazil, Australia, and the United States.
Featured on BBC Television, as well as on Euronews and Deutsche Welle