Georgia Tourism – Integrated Marketing Campaign Across Middle East
A 'Feel the Rhythm' destination campaign that positioned Georgia as the Middle East's go-to travel destination through digital, influencer, radio, OOH, PR, and B2B channels, delivering 45M+ impressions, 18M+ video views, and 5.2% engagement.
45M+
Total Impressions
18M+
Video Views
5.2%
Engagement Rate
30K+
Saves & Shares
Georgia Tourism – Integrated Marketing Campaign Across Middle East
A 'Feel the Rhythm' destination campaign that positioned Georgia as the Middle East's go-to travel destination through digital, influencer, radio, OOH, PR, and B2B channels, delivering 45M+ impressions, 18M+ video views, and 5.2% engagement.
Integrated
Destination Tourism Campaign
UAE & Middle East
From problem to measurable impact
A clear view of the campaign challenge, goal, execution plan, and final outcome.
Challenge
Positioning Georgia as a compelling, must-visit destination for a Middle Eastern audience with limited prior awareness of the country's tourism offering.
Objective
Establish Georgia as the Middle East's leading aspirational travel destination by showcasing its culture, nature, gastronomy, and adventure appeal across all key channels.
Solution
FLC deployed an integrated campaign spanning digital, influencer trips, a custom music track, radio, 20+ PR features, premium OOH, and B2B partner outreach across the UAE and Middle East.
Outcome
45M+ impressions, 18M+ video views, 5.2% engagement rate, and 30K+ saves and shares, cementing Georgia's aspirational travel appeal in the region.
Campaign Story
Georgia Tourism's 'Feel the Rhythm' campaign was designed to position Georgia as the premier travel destination for Middle Eastern audiences by celebrating its culture, nature, gastronomy, and adventure. A multi-format digital push across TikTok, Snapchat, Meta, and Instagram drove persona-based audience engagement, while influencer trips captured authentic travel moments that resonated with regional travellers. A custom music track created exclusively for Georgia Tourism gave the campaign a distinctive sonic identity and emotional connection. Radio presence across UAE stations reached over 1 million listeners during a two-week flight, while PR efforts secured 20+ lifestyle and travel editorial features. High-impact OOH placements on premium UAE screens and B2B outreach to travel partners rounded out the integrated approach. The campaign delivered 45M+ impressions, 18M+ video views, 5.2% engagement, and 30K+ saves and shares, cementing Georgia's aspirational appeal in the Middle East.
Key Takeaways
- A custom music track as campaign sonic identity differentiates a destination brand and drives emotional connection.
- Combining digital, radio, OOH, PR, and B2B channels ensures destination messaging reaches audiences at every touchpoint.
- Persona-based social media targeting across TikTok, Snap, Meta, and Instagram improves content relevance and engagement rates.
- 5.2% engagement rate demonstrates that authentic influencer travel content resonates significantly with regional audiences.
Results and impact
45M+ impressions, 18M+ video views, 5.2% engagement rate, and 30K+ saves and shares, cementing Georgia's aspirational travel appeal in the region.
FLC's 'Feel the Rhythm' campaign for Georgia Tourism used digital, influencer, radio, OOH, PR, and B2B channels to deliver 45M+ impressions, 18M+ video views, and 5.2% engagement, positioning Georgia as the Middle East's leading travel destination.
Georgia TourismFrequently asked questions
FLC used a fully integrated approach combining persona-based digital advertising, influencer travel content, a custom music track, radio, PR features, premium OOH, and B2B partner outreach.
TikTok, Snapchat, Meta, and Instagram were activated with persona-based content, supported by influencer-generated authentic travel moments.
The campaign delivered 45M+ impressions, 18M+ video views, 5.2% engagement, and 30K+ saves and shares across all channels.
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