In 2023, Uzbekistan embarked on a journey to establish itself as a must-experience and Central Asia's most captivating destinations for Indian travelers. We partnered with the Embassy of the Republic of Uzbekistan in India and Uzbekistan Tourism Committee to introduce the country to Indian consumers as well as B2B fraternity.
We strategically planned and executed a multi-channel approach that positioned \Uzbekistan as aspirational, accessible, and most importantly unforgettable for Indian travelers.
The Brief
To launch Uzbekistan in India as a must-visit Central Asian destination, create awareness for new direct flight routes, and drive engagement across trade, media, and consumers through a 360° integrated marketing approach combining PR, social media, OOH, radio, exhibitions, and trade activations.
Strategy
Our approach was designed as a layered 360° launch that combined trade, media, digital, and on-ground activations into a single unified narrative.
We engaged trade professionals through curated roadshows and trade events. Simultaneously, amplified awareness leveraging our strong media relations. To extend reach directly to consumers, we leveraged social media channels, billboard campaigns,and radio activations to generate mass awareness and aspiration.
Outcome
Indian arrivals surged by 200% in 2023, rising from 15,000 in 2022 to 45,000, and doubled again in 2024, touching 82,000 visitors.
Social media engagement metrics soared, with influencer collaborations and user-generated content contributing to a surge in online discussions and interest laying the path for its ambitious target of 200,000 Indian travelers annually by 2030.
We are proud to say that Uzbekistan has since become a trending destination among Indian influencers and celebrities, solidifying its position as a sought-after travel locale and our team were an integral part of it.
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