Creative
Advertising
A fresh perspective on Georgia’s peaks - our “Summer in the Mountains” campaign with MTA transformed iconic ski resorts into year-round destinations, proving the magic doesn’t melt with the snow.
THE CHALLENGE
Bakuriani, Gudauri, Goderdzi, and Mestia had strong brand recognition as winter ski destinations, but almost no positioning for summer travel. MTA wanted to shift that perception and attract visitors during the off-season, when the resorts offered hiking, mountain biking, and open-air experiences that most audiences did not associate with these locations. The constraint was clear: summer content had to compete with established beach and coastal tourism preferences among Georgian and regional travelers.
STRATEGY
The campaign strategy centered on replacing the snow-and-ski association with a new visual identity for these resorts. Each focus area addressed a specific layer of the repositioning effort:
Conducted travel trend research to identify what motivates summer travelers in Georgia and the surrounding region
Defined audience segments around adventure seekers, families with children, and weekend travelers looking for short getaways
Developed a visual storytelling approach built on warm tones, open landscapes, and activity-driven imagery that made the mountains feel as appealing in July as in January
Structured the media plan around Meta for social engagement and Google DV360 for broad reach across display and video inventory
Created a content calendar that staggered resort-specific posts across the summer, giving each destination its own spotlight window
EXECUTION
The creative team produced a full library of social content, reels, and motion graphic videos for all four resorts. Each asset followed the same visual direction – warm color grading, wide landscape compositions, and people actively engaged in summer activities like trail running, paragliding, and outdoor dining. That consistency gave the campaign a recognizable look across every platform and placement.
The following deliverables formed the core of the campaign:
Deliverable | Display Format |
Social media reels | Short-form vertical video content showcasing summer activities at each resort, optimized for Instagram and Facebook feeds |
Motion graphic videos | Animated destination overviews combining drone footage with typographic overlays highlighting resort amenities and trails |
Static social posts | Handcrafted carousel and single-image posts built around warm-tone photography of each resort’s summer landscape |
DV360 display ads | Programmatic banner creatives distributed across travel and lifestyle inventory for broad reach beyond social platforms |
Meta ad creatives | Paid social assets segmented by audience: adventure-focused for younger travelers, family-oriented for parents, and escape-themed for weekend planners |
Distribution split between Meta and Google DV360 allowed the campaign to reach audiences at different stages of travel consideration. Meta drove social engagement and sharing behavior, while DV360 extended visibility across third-party travel and lifestyle sites where summer trip planning typically happens.
KEY INSIGHT
Visual storytelling built on warm-tone summer imagery generated 145% higher social engagement than the previous summer period, proving that destination perception shifts when the creative identity matches the season rather than the brand’s historical association.
