This campaign was managed and directed by Vazul Szakacs during his previous tenure as Marketing Director.
Vision & Objectives
Building on the momentum of earlier successes, Georgia, in partnership with USAID, sought to reveal its lesser-known regions and adventure opportunities. The campaign emphasized USAID’s mission of fostering sustainable development through economic resilience and locally-led initiatives.
By spotlighting Samegrelo, Racha & Lechkhumi, Tusheti National Park, and Kazbegi, the initiative aimed to inspire international travelers while building local capacity to sustain growth, reduce dependency on foreign assistance, and empower communities to thrive.
Impact & Key Results
These record-breaking results illustrate the transformative potential of USAID’s market-driven solutions combined with immersive storytelling to elevate Georgia’s profile as a top adventure tourism hub while supporting economic growth and innovation.
Immersive Content Creation & Distribution
A curated team of 14 top-tier creator-influencers showcased Georgia’s adventure offerings through more than 756 social posts, featuring white-water rafting, horseback riding, rock climbing, and thrilling mountain expeditions.
Influencers were divided into specialized groups—one team even summited Mount Kazbegi, a breathtaking achievement that added a powerful narrative element.
This content, strategically distributed across curated collections, destination pages, and social platforms, resonated across Western Europe and North America, embodying USAID’s commitment to facilitating public-private partnerships that enhance economic opportunities and innovation.
Influencer Partnerships & Engaged leadership
On the ground, Vazul Szakacs ensured seamless collaboration, serving as a cultural expert and liaison between USAID, the GNTA, and the creator team. His in-person leadership reflected USAID’s dedication to locally-led development and capacity building, aligning stakeholders to support Georgia’s tourism recovery.
Vazul’s speeches to prominent Georgian politicians and dignitaries, including Kelly Degnan, then-U.S. Ambassador to Georgia, underscored the campaign’s significance and institutional backing.
This hands-on approach empowered influencers to authentically capture Georgia’s essence, inspiring global audiences and strengthening the country’s reputation as a premier destination for adventure and discovery.
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