The campaign targeted affluent, travel-savvy audiences across Europe and the Middle East to persuade them away from popular destinations elsewhere and consider the off-the-beaten-path in Georgia. Glimpses of Georgia takes a humorous, lighthearted approach that conveys the fun-filled adventures to be had in the country with a sense of authenticity.

We enlisted two YouTubers from the channel Sorted Food, whose friendly and inviting demeanors were a great fit for our vision. Moreover, the two had never been to Georgia beforehand, which helped give the audience the feeling that they were discovering the country alongside them. It also meant we were able to leverage Sorted Food’s large audience of foodies, who naturally took great interest in the unique cuisine Georgia has to offer.

Glimpses of Georgia was brought to life across two pithy yet playful films in which two Sorted Food influencers, Jamie Spafford and Ben Ebbrell, travelled around the country making and tasting Georgian dishes with locals. The videos were supported by articles that expanded each story and dived deeper into Georgia’s appeal as a travel destination, including the incredible natural wonders densely packed into the small country.

Reflecting the general lack of awareness of Georgia as a tourism destination among our audience, the presenters were also self-confessed “newbies” to Georgia and Georgian food, and they discussed this in the content itself, helping cement their authenticity and relatability among the audience.

Across targeted properties and social channels, the articles, films and snappy cut-downs ran for three months, showcasing a warm, inviting and lively Georgia to our audience and weaving surprising stories about this overlooked country through two foodies’ eyes.

Our brief was to demonstrate that while Georgia may be a small country, it has no shortage of cultural and culinary delights to explore. We know that our business traveller audience finds video the most useful format to help make travel decisions, so we set about making inspiring videos accompanied by supporting articles that dive deeper into the country as a destination.

In our first highly successful Glimpses of Georgia season the year prior, we had introduced the country by assembling Georgian natives who told our audience what makes their country special to them. For this new partnership, we instead wanted to allow our audience to learn about the country alongside talent who, like them, would be visiting Georgia for the first time.

Food-filled adventures were central to this campaign, not just because cuisine is such a strong pillar of Georgian culture, but because we know a third of our audience prioritise culinary experiences when travelling–and food is also the topic that drives the highest engagement among our target audience online.

We looked to data to help shape the creative tone of our campaign, too. Our target media data on specialised platforms showed this audience is affluent and loves to travel, spending $60 billion annually on flights and hotels alone. As a result, they’re in a position to look for the newest and most exclusive experiences around the world–and 80% of them say visiting new destinations is a priority, while two-thirds of them actively look for destinations that are off the beaten track as they hunt for authenticity. Bringing Georgia to our audience in an unexpected way using a truly authentic voice would therefore be crucial.

The goal of the Glimpses of Georgia campaign was to connect with a highly discerning audience who aren’t necessarily aware of Georgia as a tourist destination and if they are, often have a number of misconceptions and preconceived notions about it. Combining a data-centric approach with a uniquely light-hearted and humorous tone of voice, we were able to use media to break through and challenge these misconceptions, reaching an audience with an appetite for exploring new places and convincing them that their next adventure should be in Georgia.

The content was amplified across the Bloomberg owned and operated chanels as well as social, to reach audiences wherever they consume content. Bloomberg Media is able to amplify all of the content across platforms to target our high net worth audience, who are always looking for off the beaten path destinations that will enrich their lives. In addition to Bloomberg promotion, the Sorted Food talent pushed the content out on their social platforms targeting all of their viewers.

Bloomberg’s planning and campaign management team executed a paid media promotion of the campaign, targeting audiences and viewers that would reach the clients KPI goals. The cut downs of the campaign and the articles ran on OO ad units, TikTok, Facebook, Twitter and Instagram, whereas the long form video content was run on Bloomberg Everywhere and Youtube. Through this paid media plan, the campaign out preformed its benchmarks. As you will see in the results section, there were over 1M+ video completes.