Government of Mongolia

Repositioning a nation

A mongolian woman looks up to the sky infront of a modern highrise building.

Challenge

Known for its incredible heritage and unique nomadic culture, this campaign sought to increase awareness of Mongolia’s progressive, youthful and modern side. The goal? To improve perceptions by positioning the country as an attractive destination for tourism and investment.

Solution

A dynamic multi-platform campaign that fully leveraged the capabilities of CNN’s in-house brand studio, Create, with an extensive suite of branded content. Distribution across CNN’s digital and social channels targeted CNN’s engaged investor and traveller audiences globally.

18.2m impressions

+45% more likely to do business with Mongolia

+36% more likely to visit Mongolia

Deliverables

Branded video content

Create produced three TVCs that showcased Mongolia’s stunning landscape and highlighted its assets for business and investment. An interview film and a social film spotlighted the country’s flourishing creative industry and its nomadic culture.

Bespoke content hub

The Meet Mongolia branded content site hosted the interview film and included three articles as well as animated elements. An interactive map allowed users to explore Mongolia’s sites and activities highlighting opportunities for adventure, nature, culture and business around the country.

Traffic drivers

Content was amplified via a strategic and highly targeted digital and social distribution campaign. On cnn.com content was promoted via banners, including high impact ReForm banners, and pre-roll advertisements. Promotion took place across CNN handles social media including Meta and YouTube, boosting campaign reach.