As part of the campaign, Estonia's leading seaside destination partnered with the renowned Latvian band Brainstorm as official brand ambassadors. Through engaging video content, social media storytelling and a carefully planned media strategy, the campaign showcased Pärnu as a diverse year-round destination offering beautiful beaches, outstanding gastronomy, spa and wellness experiences, cultural attractions, family-friendly activities and outdoor adventures.
The award recognises the campaign's strategic media planning, creative destination marketing approach and its measurable impact on tourism performance in the Pärnu region.
The campaign significantly exceeded its original objectives. During its peak month, the number of Latvian visitors to the Pärnu region increased by 78% compared with the previous month, while overnight stays grew by 76%. Compared with October 2024, arrivals from Latvia increased by 29%, and overnight stays rose by 22%, demonstrating both immediate and long-term campaign effectiveness.
says Lauris Spillers, Member of the Management Board at Alpha Agency."This recognition is particularly meaningful because it validates not only creative excellence but also real business impact,"
"Today's tourism marketing is no longer about simply capturing attention. Successful campaigns must build an emotional connection with audiences while generating tangible economic value for the destination. Together with Visit Pärnu, we achieved both."
The World Independent Advertising Awards (WINA) is an international competition celebrating outstanding marketing and communication projects created by independent agencies worldwide. Entries are evaluated based on creativity, strategic thinking, execution quality and measurable business impact.
says Triin Lorents, Marketing Manager at Visit Pärnu."We are delighted that our collaboration with Alpha Agency has received international recognition,"
"This campaign clearly demonstrated the power of authentic storytelling, trusted brand ambassadors and a well-designed media strategy. Most importantly, it attracted more visitors to the Pärnu region and delivered real value to the local tourism economy."
The campaign's success highlights the long-term partnership potential between Visit Pärnu and Alpha Agency. Both organisations plan to continue developing tourism marketing initiatives across the Baltic States as well as in other priority international markets for Visit Pärnu.
About Destination Pärnu and Visit Pärnu
MTÜ Destination Pärnu is the official destination marketing organisation representing tourism businesses across Pärnu County. Operating under the Visit Pärnu brand, the organisation promotes Pärnu and its surrounding region as an attractive year-round travel destination. Its marketing highlights the region's diverse offering, including beach holidays, gastronomy, spa and wellness experiences, culture, nature and outdoor recreation.
