Lantern and Visit Estonia win at the Transform Awards Europe 2022
Our work to define the nation’s strategy and story for international travellers scooped Bronze for Europe’s Best Place or Nation Brand.
The Transform Awards continues to be the only awards programme to celebrate excellence in rebranding, repositioning and brand development in Europe. And once again, Lantern was delighted to pick up an award at the event – for the sixth year running – and bringing our tally of Transform trophies to a whopping 17.
It’s also the third time we’ve been successful in the ‘Best Place or Nation Brand’ category – this time for our work with Visit Estonia.
After the past two years of unprecedented challenges in the tourism sector, the news is even sweeter – particularly given the latest edition of the awards saw entries increase by 47% (from 2019) making it the toughest year yet.
With a population of just over 1.3 million people, boasting one of the most tech-savvy societies in the world, Estonia – at the meeting point of the Baltics, Nordics, Europe and the East – has always punched above its weight. From its rocky beaches and ancient forests to its thriving capital, Estonia merits a place on anyone’s bucket list. With all of this at its disposal, Visit Estonia came to us keen to refocus the way it promoted travel to the country.
The new strategy and story focuses on Estonia’s unique relationship with time. From the long summer nights and the magical fifth season that sits between winter and spring to its fusion of old and new, what became clear was Estonia’s ability to flex both space and time. Speaking to free independent travellers – our key target – it’s not about being fast or slow, it’s about the time Estonia affords you. Whether that’s a weekend spent eating, drinking, and soaking up Tallinn’s buzz, or canoeing along melt waters through centuries-old forests.
The language and style elicits a luxury, magazine-like feel that really resonated with judges.
Big thanks to Heili and the team at Visit Estonia. And special thanks to the team at Transform Magazine for pulling off a fantastic evening after a tough two years.