Pärnu × Brainstorm: Cultural-led destination marketing
Client
Task
What we delivered
year
Solution
Alpha Agency designed a brand-ambassador-led destination marketing strategy featuring the iconic Latvian band Brainstorm as the official face of Pärnu in Latvia. Instead of a short-term promotional push, the solution was built as a multi-episode content series, following the band through real experiences across Pärnu County – culture, gastronomy, nature, music, and active leisure – creating authentic, story-driven content rather than traditional advertising.
The content ecosystem was distributed through a precisely planned digital media mix across Meta, Google, and TikTok, supported by high-impact video formats, sequential storytelling, and performance-driven optimization. By combining cultural relevance, emotional storytelling, and disciplined media execution, the campaign moved audiences from inspiration to action, proving that destination marketing – when executed properly – is not a cost, but a measurable investment with tangible economic return.
Results
The campaign directly translated into real demand: Latvian tourist arrivals to Pärnu County increased by 78% month-on-month, while overnight stays grew by 76%, clearly demonstrating that the campaign influenced travel decisions and on-the-ground behavior.
This growth was supported by exceptional digital performance across all major platforms. The campaign delivered 12.7 million impressions (242% of target), 3.77 million video views (547% of target), and 48,000+ qualified clicks to Visit Pärnu content. Meta, Google, and TikTok each exceeded planned results by several multiples, reinforcing strong reach, engagement, and conversion intent at scale.