THE JEZZINE REGION - IT’S IN OUR NATURE
BRINGING “IT’S IN OUR NATURE” AS A DOUBLE ENTENDRE FOR WHO AND WHAT THE REGION IS
ABOUT THE PROJECT
The Jezzine Region, a place of decades of conflict and population decline, needed a new voice and a repositioning as one of Lebanon’s most beautiful, yet overlooked, regions. With a collection of 45 towns and villages, our task was to renew the energy of the region, build hope for what it offers, and create awareness about who they are. With support from USAID and DAI, we set out to rebuild the region’s identity from the ground up with a branding and advertising campaign all centered around a unified mission: build a brand and campaign that celebrates Jezzine’s natural beauty, cultural heritage, and community roots.
THE IDEA
The main idea of the branding and the campaign centered around a single tagline, “It’s in Our Nature”. A line that works on two levels. First, it spoke to Jezzine’s pine forests, waterfalls, mountains, and unspoiled natural landscapes. Second, it created a deeper connection to the people and heritage of the region, their traditions, their crafts, and their history. All rooted in and shaped by nature.
WE WEREN’T JUST SELLING LANDSCAPES, WE WERE SELLING THE PEOPLE.
Everything from the visual identity and logo, to the campaign and tone of voice, to the tour-maps and way-finding signage, hinged on that core insight.
THE ROLLOUT
The campaign launched as a social-first film on our social platforms from YouTube to Facebook (see above) and we followed it up with an OOH campaign consisting of billboards and posters that reflected authentic photography of the region with the tagline.
The copywriting in this campaign extended to more traditional mediums such as Tour Maps of the region, brochures of the destinations, and a fully-fledged website.
CLICK THE IMAGE BELOW TO BE TAKEN TO THE WEBSITE
WWW.JEZZINETOURISM.COM
