10 milion Americans invited to Prague. Unconventionally.

Case study

No spoilers. See it live.

For the Prague Airport, the CzechTourism agency, the Prague City Tourism and the Central Bohemia tourist trade office, we prepared a creative treatment of an advertising campaign in New York. It was deployed during Christmas time on the frequented 5th Avenue metro station near the Rockefeller Center and supplemented by thousands of frames in metro trains. The campaign aimed to present Prague and Central Bohemia to the american market as an attractive destination and support tourism from USA.

The first destination campaign that kept the best to itself

The focal idea of the campaign was included in the headline itself - No Spoilers. See It Live, which refered to the uniqueness of authentic experience when discovering the beauties of Prague and its surroundings in person. We didn't want to ruin for the future Prague tourists the moment when they first discover the whole city panorama live in all its glory. We therefore left the important things covered and attempted to raise curiousity.

More than 10 milion Americans had the opportunity to think about the sights one can see in the Czech Republic

Apart from a massive reach, the campaign also gained visitors on the seeitlive.travel website, new followers on Prague's Instagram channel and thousands of people also participating in a competition for flight tickets to Prague. The campaign managed to attract plenty of attention from the public and media, both of which admired its courage and creativity.