Bulgaria 

Tourism Campaign

Problem:

While many tourists choose to travel abroad to Spain and Italy, many do not know what Bulgaria has to offer. For instance, on 24th June (Eniovden) get up early and go to the mountains to collect herbs which are considered to have magical powers as the day is special celebration and also it is the longest daytime in the whole year, another example is the water springs in Bulgaria many locals go straight to them to get water as there are a great deal of them. Many do not know that Bulgaria (established 681 and never changed its name since) is the oldest country in Europe and Plovdiv (European Capital of Culture 2019) is the oldest city in Europe and has been continuously inhabited since around the 6th millennium BC. Another tradition kept to present day is survakane (1st January) – children visit their older relatives and neighbours and tap them gently on the back with decorated dogwood sticks while wishing them health, good year and harvest and wealth.

Given this, how might I create branding that showcases the Bulgarian culture and traditions and makes the destination desirable for adventurous and enthusiastic people that are interested in a cultural immersion.

Solution:

Place branding including developed using a combination of colourful geometric shapes with elements that resemble the famous Bulgarian embroidery. The logo combines two fundamental symbols of Bulgaria. One is the rose, as the country is the biggest rose oil producer in the worlds and the second symbol is the embroidery, this element can be observed in the posers as well. This identity was rolled out into the series of posters which focus on the ‘treasures’ of the country such as its history, varied landscapes and seasons, and traditions.

logo
History and Traditions
History and Traditions
Winter and Sports
Winter and Sports
Sun and Herbs
Springs and Tourism
Springs and Tourism
Nature and Beauty
Gifts from Nature