Reviving a Long-Forgotten Region with Eco-Tourism

The Jezzine Region fell under Israeli occupation for 30 years, which somehow left it pristine and untouched by modernity. After its release back to Lebanon, the Jezzine municipality needed a tourism brand to help revive its 45 villages and natural treasures, and thankfully they requested we keep it's environment green and clean, so a very specific type of tourist segment had to be targeted.

The brand strategy was an eco- and agro-tourism concept based on escapism from the bustling cities to appreciate the natural beauty of Jezzine, focusing on outdoor activities like camping, rock climbing and fruit-picking and inviting people to explore Jezzine's preserved culture and authentic Lebanese character. A campaign concept and slogan were developed inclusive of photography, launch videos and various tourism collateral all highlighting Jezzine's USPs.