The challenge
Develop a national tourism brand concept for Kazakhstan and present it to senior state stakeholders, while creating a modern narrative that could work for an international audience.
The approach
In collaboration with Canadian agency Media Gurus Inc., I worked on the national tourism brand concept and strategic narrative. I also wrote the script for a national promotional video broadcast on Euronews, translating strategy into a compact creative idea.
Outcome & proof
The video gained significant social attention and was named among notable travel videos of 2018. The work shows how country-scale positioning can become clear public communication.