Pärnu: culture-led destination marketing.
Increase awareness of Pärnu County as a leading short-break destination across neighbouring regional markets and convert that awareness into measurable tourism growth.
- Measurable tourism growth across regional markets
- End-to-end video production following a Latvian band’s journey through Pärnu County
- Full-funnel digital media planning, activation & optimisation
Solution
Alpha designed a destination marketing strategy built around music, cultural discovery and the shared experiences of a Latvian band exploring Pärnu County. The campaign connected the destination with audiences across neighbouring travel markets through engaging, experience-led storytelling. A multi-episode video series followed the musicians as they discovered local culture, gastronomy, nature and active leisure. Each episode highlighted a different reason to visit, bringing Pärnu County’s attractions to life through the participants’ interactions and experiences.
The series was distributed across Meta, Google and TikTok through a coordinated digital media plan. Video formats, sequential storytelling and ongoing optimisation introduced audiences to the destination and encouraged them to explore Visit Pärnu content and plan their own trip.
Results
The campaign successfully translated awareness into measurable tourism growth. Latvian visitor arrivals to Pärnu County increased by 78% month-on-month, while overnight stays grew by 76%, clearly demonstrating the campaign's ability to influence real travel decisions. The campaign generated 12.7M impressions (242% of target), 3.77M video views (547% of target) and 48,000+ qualified visits to Visit Pärnu content across Meta, Google and TikTok.
“Alpha Agency turned our destination brief into measurable arrivals – the team we met was the team that delivered.”
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