UNLOCK SURKHANDARYA
We helped a region become a tourist destination
- Client
- АДМИНИСТРАЦИЯ СУРХАНДАРЬИ
- Category
- Ad Campaigns
- Market
- Uzbekistan
- Lokals product
- Brand Strategy, Creative Platform, ESG Project
- Scale
- 1 country — Uzbekistan, 1 city of presence, 1 year of partnership
- Year
- 2024
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
We had to make Surkhandarya attractive for tourists. For many years, the region had been seen as a closed territory and was not perceived as a travel destination.
Business pain:
- Break the image of a closed and “unattractive” territory.
- Turn a completely non-touristic location into a point of attraction.
- Build awareness of the region’s nature, culture and history from scratch.
03 / SOLUTION
The approach we proposed
We promoted one of Uzbekistan’s most closed and overlooked regions for both domestic and international tourism. The website, videos, printed materials and blogger reviews were all created to reveal the region’s nature, history and culture to people.
04 / METRICS & RESULTS
Key metrics and KPIs
Investments attracted to the region’s tourism
Surkhandarya received the official status of a “Tourist Region”.
Lokals Team
Creative Director
Илья Кодинцев
Project manager
Татьяна Ситникова
Strategist
Фарход Норбаев
Copywriter
Саид Назриллаев
Art Director
Станислав Бабич
CG Specialist
Андрей Корниенко
Partners
SHOOM prod
Video production