How to attract travelers from the regions of Russia and other countries to Moscow? The task of promoting the tourism potential of the capital was solved by the participants of the first team competition to create marketing solutions in the metropolitan tourism industry — the Moscow Travel Create creaton.
Marketers, analysts, bloggers, SMM and PR specialists, designers, event and product managers were divided into 30 teams of five participants each. For two days, each of the teams prepared a presentation of a full-fledged project on one of six tourist offers for different categories of travelers: families with children, tourists from Latin America, from the Middle East, from Kazakhstan and business tourists. A separate task was the presentation of the Russpass service in other CIS countries.
Based on the results of the creaton, the jury selected six unique proposals that will be implemented with the support of Mosturism.
The project of the Oudzhi team was selected by the jury as the best in terms of promoting the Russpass service in other CIS countries. The guys developed a PR campaign “Take it wider”, the idea of which was the opportunity to look at familiar locations and attractions from a new angle.
It is planned that tourists will be shown not only the most famous objects, but also what is around them, so that travelers have a more complete view of a specific tourist point and the capital as a whole. After all, the same Red Square can be viewed from completely different angles and each one will not look like the previous one.
“In our concept, the main emphasis is placed on expanding the angle of view of Moscow. We show that no matter how many times a person comes to the capital, you can still discover something new here and take a fresh look at what you have already seen,” said Anastasia Lomovtseva, creative director of Oudzhi.
The members of the Studio 510 team solved the task of attracting a family audience to Moscow.
“Today people live very fast and often just don’t see each other: dad at work, mom too, kids at school, in sections. And a trip to Moscow is the best team building for a family,” says team captain Rustem Adnabayev.
The team suggested using images of grandmothers of different nationalities in advertising, who from billboards and media facades will urge residents of Russian cities to go to the capital. After all, many people associate the image of a grandmother with care and warmth.
The Perfectionists team presented the project “Very, very, very far away” for tourists from Latin America.
As Anastasia Khizhik, the team captain, said, they proposed a visual PR campaign that would destroy the myth that Moscow is far, expensive and cold, and also play on contrasts.
“We propose to attract South Americans not by football, but by hockey�Her, not carnival, but ballet, not fajitos, but borscht. Our project involves outdoor advertising, advertising integrations in the broadcast of events, as well as cashback for impressions — bonuses from program partners for interesting recommendations for a trip to Moscow,” Anastasia Khizhik said.
For wealthy travelers from the Middle East, members of the Vesper Travel team have prepared a PR program based on three key points. Moscow is one of the rarest jewels in the collection of any traveler. A trip to Moscow is an investment in emotional capital. They also noted seasonal events separately: horse races, theater premieres and much more.
For tourists from Kazakhstan, KIMCHI team members have created a Moscow sharing strategy, which can be deciphered as “Moscow shares hospitality”.
“A traveler fills out a questionnaire on a special service that automatically selects entertainment for him according to the specified interests. The tourist receives a route with places that are definitely worth visiting, as well as discounts from partners, for example, tickets to the theater or museum. Thus, our concept represents Moscow as a generous and hospitable city,” said Anastasia Markovich, the team captain.
The best offer for business tourists from foreign countries was recognized as the project of the Dolgoruky-Hooks team — the MOSMICE online service, where foreign and metropolitan agencies working in the field of business tourism will be able to quickly find customers, enter new sites and interact constructively with each other.
In the future, Mosturism will continue to cooperate not only with the winners, but also with the participants of the teams that did not reach the final. According to Alina Arutyunova, many projects contain interesting ideas that, with proper study by industry professionals, can also be implemented.