Client
A medium-sized city of 45,000 people that sought to increase its attractiveness to tourists, support local businesses, and involve citizens in decisions about the city's future.
Goal
Increase tourist visitation to the city by 30% over two years.
Strengthen relationships with residents and get them more actively involved in municipal projects.
To promote local events and services more effectively through modern digital tools.
Challenges
Inconsistent presentation of the city: there was a lack of a consistent visual style and clear message, which led to low city recognition.
Low resident engagement: Residents were not sufficiently informed about projects and opportunities to get involved in the development of the city.
Poor promotion of events: the city had limited opportunities to effectively reach out to tourists and residents about planned events.
Lack of analytical tools: There was no data analysis on visitor behaviour, residents' needs and participation in events.
Solutions
1. Creating a city brand (City Branding)
New logo and slogan: The proposed logo reflected the history and natural beauty of the city. The slogan "City of experiences and opportunities" highlighted its tourism and business potential.
A unified visual identity: Introduced a colour palette, fonts and design manual for all official materials, website and social media.
2. Digitalisation and communication with citizens
Website: Modernization of the city's official website, which offered:
Interactive calendar of events.
A citizen engagement section where citizens could express their opinions on projects through questionnaires and polls.
Tourist guides including an interactive map of attractions.
Social media: creation of official profiles on Facebook, Instagram and YouTube. Regular sharing of news, stories of the city's history and current events.
City mobile app: The app provided residents and tourists with up-to-date information, event notifications, and the ability to report issues (e.g., breakdowns, cleanliness).
3. Support for tourism and local entrepreneurs
Tourism packages: creation of thematic packages such as "History of the city", "Family adventures" and "Gastro experiences", promoted on social media and through local hotels.
Collaboration with businesses: Businesses were given the opportunity to showcase their services on the city's website and mobile app.
Events and festivals: The organisation of thematic events such as 'Traditional crafts in the square' or 'Summer evenings with music', aimed at promoting local tourism.
4. Process analytics and optimization
Data collection and analysis.
Interactive dashboards in Power BI: Visualization of data on attraction attendance, event participation and citizen feedback.
Data-driven campaigns: Facebook and Google Ads campaigns were optimized based on the data, targeting families and young travelers.