2026
Czech Republic
Client: Česká centrála cestovního ruchu - CzechTourism
Produced by: McCANN-ERICKSON PRAGUE spol. s r.o., INTERNATIONAL ADVERTISING AGENCY
Agency: McCANN-ERICKSON PRAGUE spol. s r.o., INTERNATIONAL ADVERTISING AGENCY
Category: Country Promotion
Entry Type: Video Ad / TV Commercial
Strengthening existing awareness of the Czechia and expanding it with a new positioning—“feel free.” We are a country where “free spirit” is a concept that defines the unique spirit of the place. It is not merely about bohemian freedom and rebellion, but about a sophisticated form of genius loci. What matters is the nation’s creativity in general, along with a certain distinctive sense of humour and the preservation of traditions.
Raise awareness of the destination and establish a clear positioning, Showcase what the regions and major tourist destinations have to offer. A customer action is defined as any activity aimed at visiting or planning a trip to the Czechia, and ideally adding the Czechia to their bucket list.
Active travellers: This target group is motivated by exploration, new experiences, and personal growth. They seek to engage in activities at their destination, such as hiking, cultural experiences, and learning about local traditions. Their main goal is to expand their knowledge and have unforgettable, immersive experiences.