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The Other Side of Tijuana
By : Freaner Creative - Ariel Freaner
GRANDS PRIX DU DESIGN – 17th edition
Discipline : Communication & Branding
Categories : Communication Design / Poster : Silver Certification
The City of Tijuana improved its tourism traffic and image with local tourism in southern California, mainly across the border with San Diego.
We reach out to the domestic and Hispanic community in southern California, mainly across the border with San Diego and Baja California.
The campaign contained a fade-out background image of the social problems of Tijuana, acknowledging the understanding of the reality of the city to gain trust. They use a flip Tijuana word with eye-catching graphics showing all the goods and benefits of the city along with the phrase “The other side of Tijuana” so people can focus on the good things the city has to offer.
We changed behavior, creating positive foreign press and increasing tourism traffic. In addition, we increased brand perception, Increasing local pride and balancing the view of Tijuana with that of the international view: a trusted place to visit and enjoy their goods and benefits.
Collaboration
