TALES OF ISLAMABAD

Abstract

Islamabad is the most planned city of Pakistan which happens to be blessed with placid green nature. Being the capital city has always attracted sophisticated audience seeking peace and serene environment. However, the city lacks a touristic image which could be a potential revenue generating mean. It is considered a stop but, not a touristic one. Tales of Islamabad is a branding campaign showcasing the magnificence Islamabad hold for the sake of tourism thereby, providing a visual guide for the city. Our campaign evolves to stay relevant for target consumers in a highly competitive and fast-changing global tourism environment. The campaign has focused not only on the greenery of Islamabad but it also revolves around the historical places, arts, culture and food cuisines emerging in Islamabad. It has an informational tone in a narrative style and website is the ultimate platform. City branding is done through communication on primary, secondary and tertiary level which includes informational videos, reviews, food photography, social media presence and merchandize. As it is a visual guide therefore, a specific niche has been targeted to cater. Every phase consists of various tales of the city highlighting the diversity. It has been portrayed as a city yet to be toured because as it has so many stories to convey.