A case study - Armenia

Very little is known about Armenia as a travel destination.
The reason to create this video was to entice and inform tour operators about what this beautiful country has to offer.
Also to introduce the professionalism and personalities behind Caucasus Holidays, the local operator/DMC.   


1. Introduce the Caucasus Holidays team and product offering
2. Clearly explain the key messages of Caucasus Holidays 
3. Showcase Armenia as a destination 

Strategy and approach

Use inspiring video content to introduce the company and promote the destination to a wide audience. Three videos would be created to achieve different objectives. 

1. Training Video: (2 minute maximum) 
To include interviews with the management team, key messages and USPs.  To be sent to buyers and used at trade exhibitions and events

2. Destination video: (60 sec maximum) 
Armenia highlights video: showcasing what’s amazing about the country and what would appeal to UK clients. Conveys some Caucasus Holidays key messages. To be used via website, presentations, email newsletters etc

3. Social Media video: (10 or 20 seconds maximum) 
‘Wow’ teaser short of Armenia highlights. To be used via social media channels to drive traffic to Caucasus Holidays website for more information. 



The execution of this project can be broken down into three stages as follows:


The Adventure Connection wrote the script and interview questions.  In pre-production various locations were discussed and agreed. To keep costs down a local videographer was chosen with Lucy closely directing and managing the shoot.

The results

The videos were well received both internally and externally. There was an increased awareness of Armenia amongst UK Tour Operators which generated new business leads for Caucasus Holidays. The following three videos were produced and also used to help persuade high profile buyers to attend a Familiarisation Trip which we organised six months after the video shoot. 

Video for Social Media...
Short and sweet, easy to share and with subtitles (as much of the time, post on social media are played in silent mode or with volume turned right down). Subtitles or supers also emphasise key messages. The videos were well received both internally and externally.  

Video for Agent Training...
A longer video telling a more complete picture of the company and the destination and very much aimed at product managers and senior management work in tour operator business (i.e. decision-makers in product buying and DMC selection).  

Video for their website
Websites are often cold and impersonal but a good video on the Home Page can really bring the professionalism and personality of the company to life. 

What our client said:

"We needed video content that could bring to life our tours and inspire visitors to come to Armenia. The Adventure Connection managed the whole process from writing a storyboard, directing the shoot and post-production, as well as advising us on the different formats to use for training, social media and marketing. Their team were great to work with and we are delighted with the results. The videos have proved to be very effective in more ways than we expected - but especially in raising awareness and driving sales"

Arsen Sukiasyan, Managing Director. Caucasus Holidays.