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With almost 50 countries and over 740 million people, Europe offers unrivalled diversity of landscapes, cultures, communities, and history that stretch far beyond individual nations. United by borderless travel, a common currency, connected infrastructure and shared values, discovering truly extraordinary experiences is effortless. However, without a unified brand strategy and distinct voice for Europe, the European Travel Commission were struggling to maintain share of visitors from long-haul markets.

The European Travel Commission (ETC) is the continent’s international association of National Tourism Organisations. Supported by the European Union, their mission is to promote Europe as a travel destination to long-haul markets, manage regional visitor flow and create sustainable growth for Europe. Following a strategic shift to focus on the promotion of passion-led experiences rather than destinations, we were appointed to develop the brand strategy and story for ‘Experience Europe’ – a collection of signature experiences spanning nature and the outdoors, creative cities and history and ancestry.

Through stakeholder research, market intelligence and trends analysis, we defined and articulated a distinct strategy and story for Europe, which would go on to form the foundations of a global promotional campaign and a strategic platform for the continent.

Following the development of a unifying brand essence, ‘Europe invites the curious’, we went on to provide guiding principles for three experience-based sub-brands. For each, we defined the story and messaging, stemming from the over-arching brand purpose, positioning and promise.

Nature and Outdoors: Connecting with Immersive Explorers – those inspired by the Slow Adventure movement – the experiences and stories are framed around human or nature powered journeys, connecting with rural communities and cultures.

Creative Cities: Connecting with City Life Enthusiasts, those who seek unexpected experiences and stories framed around the local contemporary arts scene in small or mid-sized urban areas.

History and Ancestry: Connects with Explorers of Cultural Identity and Roots, those who seek ancestry and heritage-related experiences and stories in connection with historical places and events.

Each sub-brand shares the the same voice but has a different tone depending on the Passion being promoted. It flexes to inspire curiosity and connect emotionally with each audience. We speak to Immersive Explorers using poetic comparisons, engage with City Life Enthusiasts by sparking energy and identify with Explorers of Cultural Identity and Roots through timeless storytelling.

A library of best-practice brand messaging was provided, to help guide future marketing and communications campaigns around the world. Lantern provided further support through the delivery of a brand film narrative and the curation of 25 extraordinary experiences across the continent for long-haul markets.