This campaign was managed and directed by Vazul Szakacs during his previous tenure as Marketing Director.
Vision & Objectives
In partnership with USAID, Georgia launched an innovative campaign to elevate its winter tourism profile, showcasing its world-class ski resorts, exhilarating adventure activities, and warm hospitality.
The initiative aimed to attract high-value international travelers while fostering sustainable development and building local capacity to sustain economic growth.
By highlighting Georgia’s unique winter allure, the campaign strengthened its position as a premier cold-season destination and empowered local businesses to connect with global markets.
Impact & Key Results
These outcomes demonstrate the transformative power of immersive storytelling and USAID’s commitment to fostering public-private partnerships. Through strategic messaging and authentic narratives, the campaign sparked global interest and positioned Georgia as a must-visit winter destination.
Immersive Content Creation & Distribution
The campaign brought together 14 renowned influencers, creators, and athletes from the US and Western Europe for an immersive week-long journey through Georgia’s winter landscapes and vibrant cultural heritage. Highlights included heli-skiing in Gudauri, cat-skiing in Bakhmaro, and indulging in Georgia’s renowned hospitality.
This collective effort resulted in 826 captivating social posts and 68 thoughtfully curated stories that resonated with audiences across key global markets.
Networking events further amplified the campaign’s impact by fostering public-private partnerships, connecting influencers with local businesses, and expanding economic opportunities for Georgian tourism operators.
Influencer Partnerships & On-the-Ground Support
Vazul Szakacs personally traveled with the influencer team, serving as a cultural expert and liaison between USAID, the Georgian National Tourism Administration (GNTA), and the creators. His hands-on involvement exemplified USAID’s dedication to locally-led development, capacity building, and fostering sustainable economic growth.
Vazul delivered speeches alongside prominent officials, including Mariam Kvrivishvili, Deputy Minister of Economy and Sustainable Development, and USAID former Chief of Party Mark McCord, reinforcing the campaign’s alignment with national and international development goals.
By ensuring smooth operations and authentic engagement, Vazul empowered influencers to vividly capture Georgia’s winter essence. The campaign’s success invigorated traveler interest, bolstered local businesses, and reinforced Georgia’s reputation as a premier winter tourism destination.
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