THE CHALLENGE

Mongolia, a land of vast steppes and rich traditions, faced a unique challenge: bridging the gap between its ancient heritage and modern global presence. The Mongolian government sought to enhance its international image and attract tourism and investment. However, misconceptions and lack of awareness about Mongolia's offerings were significant hurdles. Edelman was tasked with crafting a campaign that would captivate global audiences and redefine Mongolia's narrative.

THE STRATEGY

Edelman launched the "Discover Mongolia" campaign, a vibrant and immersive initiative designed to showcase Mongolia's beauty, culture, and potential. The campaign featured stunning visuals of Mongolia's landscapes, engaging stories of its people, and interactive digital experiences. Edelman leveraged social media platforms, influencer partnerships, and virtual reality tours to bring Mongolia's charm to life. The campaign's centerpiece was a series of short films highlighting Mongolia's unique blend of tradition and modernity. Edelman's strategic insight was to position Mongolia not just as a travel destination but as a land of opportunity and adventure. This innovative approach resonated deeply with audiences, creating a compelling and authentic portrayal of Mongolia.

THE EXECUTION

The "Discover Mongolia" campaign achieved remarkable success. It garnered over 50 million media impressions, significantly increasing global awareness of Mongolia. Social media engagement soared, with over 500,000 interactions and shares. Most importantly, the campaign led to a 30% increase in tourism inquiries and a 20% rise in foreign investment interest. Edelman's work not only transformed Mongolia's international image but also fostered a deeper connection between Mongolia and the global community.

THE OUTCOME

The Go MonGOlia brand reached key investment partner countries such as South Korea, Canada, and Japan as part of tourism campaigns, boosting foreign investment, trade deals with Mongolia.

Content about Mongolia reach 155M people worldwide. Mongolia attracted 650,000 tourists, generating USD1.2B in revenue from the tourism industry.

International positive perception of Mongolia increased by 40%, and for the first time, Mongolia was named by Lonely Planet as the top country to visit in 2024.