The Estonian Stress Buster by Visit Estonia, Zavod BBDO and BBDO Berlin

The Estonian Stress Buster by Visit Estonia, Zavod BBDO and BBDO Berlin

Estonia turns your stress into a holiday ticket! Visit Estonia's "The Estonian Stress Buster" nature tourism campaign came up with a solution to a problem that many experience -- stress. Instead of a regular marketing campaign with nice visuals, Visit Estonia approached the stressed people and offered them a way to relieve it by bringing pop-up forests to busy European capitals. The most stressed could only be cured with the help of Estonia's pure nature filled with silence and clean air.

This campaign strategy helped Estonia to stop the decline of tourists from campaign's target markets and increased arrivals by 4.4%. With a reach of over 50 million people, about 40 times the population of Estonia, this was one of Estonia's largest marketing campaigns to date. With more than 1.2 million video views and 170 pieces of media coverage, including largest media publications from all 4 countries, Adforum chose the Stress Buster video among TOP 5 tourism ads.

Overall, "The Stress Buster" campaign was a success for Visit Estonia and Estonian Tourist Board. In addition to promoting Estonia as a destination of pure nature, the Stress Buster hopefully reduced the world's stress level at least a bit.

Event Partners

Europcar Europcar Europcar Europcar Europcar Cirque Du Soleil

We use cookies to operate this website and to improve its usability. Full details of what cookies are, why we use them and how you can manage them can be found by reading our Privacy & Cookies page. Please note that by using this site you are consenting to the use of cookies.