Pärnu × Brainstorm: Cultural-led destination marketing

Alpha Agency designed a brand-ambassador-led destination marketing strategy featuring the iconic Latvian band Brainstorm as the official face of Pärnu in Latvia. Instead of a short-term promotional push, the solution was built as a multi-episode content series, following the band through real experiences across Pärnu County – culture, gastronomy, nature, music, and active leisure – creating authentic, story-driven content rather than traditional advertising.

The content ecosystem was distributed through a precisely planned digital media mix across Meta, Google, and TikTok, supported by high-impact video formats, sequential storytelling, and performance-driven optimization. By combining cultural relevance, emotional storytelling, and disciplined media execution, the campaign moved audiences from inspiration to action, proving that destination marketing – when executed properly – is not a cost, but a measurable investment with tangible economic return.