Prague Airport - „Pixelated Destinations“
The destination campaign that hides destinations.
problem
The target audience for this campaign was New Yorkers. No offence, but they often don't differentiate too much between Prague, Rome or Paris. They just want to see "some" of the sights of Europe... That's why featuring out a destination and relying on „winning“ with the Charles Bridge over Paris or with the Karlstejn over Colloseum didn't seem strong enough. Instead, we decided not to show any destination!
sOLUTION
We used the idea of a "spoiler" associated with TV shows and movies. And under the headline "No spoilers. See it live." we've pixelated the most beautiful places in the country. After all, the curiosity and imagination of the viewer is a stronger motivator than showing things in full!
Awards
The campaign has won several awards: „Zlatá pecka“, the Nutcracker shortlist, Finalist at the International Travel and Tourism Awards and others.
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