This campaign was conceived at a time when Belgrade — as with the rest of Serbia — suffered from a perception problem stemming from the various wars in the 1990s that led to the break-up of Yugoslavia. As a result, tourism numbers in the capital city were low, and one would have been hard-pressed to describe Belgrade as being international.

This campaign aimed to challenge those perceptions, and invite the daring, the curious and the fearless to experience Belgrade for themselves.

The concept was simple: by asking what sort of traveller the user is, they could then see what makes Belgrade unique and worth visiting. The tone of voice is from an outsider's perspective, rather than from Belgraders (being one of only two expats in an agency group of 300+ certainly helped in the development of the concept!). User-generated content in the form of both traditional and video blogs would have furthered that perspective, got the word out to the world that Belgrade is very tourist-friendly indeed, and generated three-way dialogue between the brand, the stakeholders and the user.

If I was to re-visit this campaign today, I would counsel supporting it with a social media blitz, as opposed to traditional media advertising support, however.