Azerbaijan: Take Another Look by Azerbaijan Tourism Board

Azerbaijan: Take Another Look by Azerbaijan Tourism Board

The key insight that drove the strategy ""Take Another Look"" was that everyone deserves a second chance. In the case of Azerbaijan, the brand idea relies on the assumption that your first thought is negative. It implores you to think twice. To go deeper and look again. Unlike other nation brands which gloss over imperfections and share what's perfect, Azerbaijan chooses to acknowledge the past. It is not discarding the old for the new, it is appreciating that the old informs the new. To satisfy the curiosity, to appreciate the contrast of cultures, to truly discover something new.

We’re very proud of the impact Take Another Look campaign has made in just under a year. This highlight not only the spirit of creativity within our organization but is also testament to our strong commitment to support the local economy of Azerbaijan. Currently on the cusp of a tourism boom, Azerbaijan’s new campaign showcases diversity and value as an excellent tourism proposition. It is supported by its rich history, vibrant gastronomic experience; spectacular landscapes ranging from summer countryside to winter ski slopes; adventure trails; cultural events and rituals; and the warm Azerbaijani hospitality.

Past & Present Event Partners

Europcar Europcar The Red Sea History Discovery Catalyst

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