With LIVE RIGA, EMBASSY developed the Latvian capital’s tourism brand. The first successes of the brand strategy quickly became apparent with a significant increase in the number of tourists.
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EMBASSY’s brand strategy for the city of Riga was deliberately designed for the long term and aims to inspire young, urban and mobile people in Europe to visit the city. Based on the positioning idea ‘LIVE RIGA’, concepts and realisations that capture the city’s joie de vivre and zest for life were developed.
In the brand architecture, EMBASSY translated the four-letter sound LIVE RIGA into the four sub-brands LOOK RIGA, FEEL RIGA, STAY RIGA and WORK RIGA, which incorporate the touristic attractions as travel themes.
The corporate design integrates the LIVE RIGA logo in a characteristic pattern that has been interpreted in a colourful and modern way inspired by historical designs. This way, the regional identity is fully expressed in a brand aimed at international tourists.
The campaign planning also included the 500th anniversary of the first decorated Christmas tree in Riga. For this, EMBASSY developed a concept to be realised in a comprehensive marketing and communication measure.
EMBASSY won gold at the Corporate Design Award 2010 with LIVE RIGA.
