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New creative campaign visual

The main idea for this campaign was to have the destination’s top attractions on the city’s initial. Therefore the “L” for London contains attractions like the Big Ben, the London Eye and the Tower Bridge. To complement the concept one general visual for Baedeker was created in addition to each city’s visual. The attractions help the viewer to visualise the destination. The visuals also sell the destination to the potential customers.

Headline: "Every letter is worth a visit"


The Baedeker books are one of the most popular travel guides in Europe.


Project Goal

Redesigning the brand identity with a new conception and campaign to reflect the company´s newer and more modern look.


Business Goal

Increasing the brand awareness and popularity of the brand.


Conception, Design



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