Visit Estonia

Design Category: Marketing Campaign

This campaign positions Estonia as “Europe’s Best Kept Secret,” targeting American travelers ages 21–35 in the awareness stage of the marketing funnel. Grounded in research around social media influence, affordability, and cultural experience, I highlighted Estonia’s unique differentiators—its fifth season, historic sauna culture, and reputation in sport—to make the destination feel both exclusive and accessible.

Deliverables

Paid social media carousel
OOH Print Advertisement
Promotional Video for Tik Tok and Reels

Research

Goal: Increase Visit Estonia’s social media and site traffic from American tourists ages 21-35

Visit Estonia Brand Insights: Well built and branded website and social media

Audience Research: 41% of user turn to social media for travel inspiration. Top American travel considerations include cost/value, friends/family, views/scenery, dining and local culture

Strategy

Use awareness section of marketing funnel
Tap into American trends: wellness culture, romanticizing Europe, hidden gems
Utilize exclusive language: “Only in Estonia”

Current social media, website, brand colors, and example Instagram post

User Persona

Jason Simmons

Bio: Jason is a 27 year old who lives in Charlotte, NC. He works a hybrid corporate job in and stays busy with hobbies outside of work. His hobbies include training for a marathon, going to breweries, and weightlifting.

Wants and Needs:

Affordable European destination for a trip with friends

Good balance between his current lifestyle and a new culture
Excited to try new food, beer, and explore the area

Frustrations

Most popular EU trips are expensive and crowded
Doesn’t know where to find activities and resources

Mood Board

Campaign Statement:

Visiting Estonia offers a unique blend of deep history and modern innovation. In Tallinn, the 2025 European Capital of Sport, you’ll find over 570 sports venues and more than 1,000 places to get active. Estonia’s vibrant movement culture is paired with countless breweries and farm-fresh restaurants to help you refuel. And for true recovery, don’t miss the country’s centuries-old sauna tradition, dating back to the 13th century.

Social Media Carousel

Caption:

From adrenaline to relaxation to good food… Estonia has it all!

Did you know:

In Tallinn, Estonia was named the 2025 European Capital of Sport
The country’s centuries-old sauna tradition dates back to the 13th century
Estonia is one of Europe’s top organic food producers due to clean air, water, and minimal pesticides