Tourism Albania
Advertising Campaign
Largely unknown as a travel destination due to decades of inaccessibility, Albania offers a wealth of experiences for the adventurous to discover. With a desire to expand their advertising reach without the big budget dollars of their well known neighbor, Greece, a campaign was designed to reach young millennial travelers on social media, and in high traffic public transit areas in cities where millennials live and work.
Concept work for a student project.
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From early in the project it was decided that we wanted to really emphasise the authentic nature of the destination, and initial design versions explored use of traditional colors like red and black and incorporating patterns drawn from traditional Albanian textiles. However, the beauty of the destination and the gorgeous photography we had to work with were overwhelmed by the bold colors and patterns.




After working through several options and variations for the final poster designs, it was decided to pare the design back and allow the photography to do the talking for us. The custom typeface was knocked out of white overlays on the image, keeping our concept of revealing at the forefront of the design. Images were chosen for cohesive presentation as a unit, with a warmth and increased saturation treatment used.




The graphic elements were not completely lost. In order to use them effectively the same type lockups were used on both yellow and white backgrounds with the patterns providing visual interest. The colors are those used in the Tourism Albania logo, and work well when the posters are used in any combination- including use of posters that are photo based.

For the social campaign it was decided to focus on Instagram, using both the images as sponsored content and using a GIF to bring attention to the destination.

Final presentation of the design allows for various uses and applications across our target locations to reach the desired audience.

The custom typeface designed for this project is also available for future uses or further expanding the range of designs available.
