Welcome to russian world

FOR WHOM?

State Agency for Tourism Development of Ukraine

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WHAT WAS THE TASK?

To show russians googling “where to travel” the truth about the WAR in Ukraine

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AND WHAT WE'VE DONE?

The Russian army has destroyed hundreds of schools, hospitals, and beautiful Ukrainian cities during the months of war. Yet, many Russians believe the catastrophe in Ukraine is exaggerated, ignoring photos of the devastation.

To reach ordinary Russians, we used the topic of tourism, as major companies like Airbnb and Booking have left the Russian market. We created a website mimicking Airbnb, featuring ruined apartments and cities as tourist spots. When users tried to "book" an apartment, they were directed to a Telegram bot sharing the truth about the war in Ukraine.

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RESULTS

The campaign garnered 15.5 million impressions, including 2.5 million impressions in Russia. Most importantly, more than 10,000 Russians learned the truth about the war in Ukraine.

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