Prague will revive its tourist brand, the creators of Lítačka are making a new one
In the next three years, the “tourist brand” of Prague will be taken care of by the graphic studio Touch, which is also the creator of the graphic form of the new “Lítačka”. The capital is also preparing a major campaign aimed at domestic tourism. Its slogan is: “Prague is yours too.”
The marketing organization of the capital city of Prague, Prague City Tourism, has selected a graphic studio that will take care of the “tourist brand” and communication visual style of Prague as a destination in the next three years. The contract with a total value of 4.2 million was won by the Touch Branding studio of co-owners Aleš Mička and Martina Marušinac, which is also the creator of the graphic form of the new “Lítačka”.
Over the next three years, the Touch Branding studio will gradually modernize all the city’s graphic materials intended for tourists (website, printed materials, posters, etc.) in terms of graphics and visuals. “It’s a young group of people who will work with us on the entire rebranding process. We’re still working with the original versions of the brands, but we want to gradually distance ourselves from it as we work towards a new look,” Prague City Tourism director Nora Dolanská told Dotyk.
However, the graphic form of “Lítačka” (the card for Prague’s public transport, which replaced the former Opencard) received rather contradictory reviews among the professional public as not very successful, which can be noted, for example, in the discussions of the reader base of the graphic magazine Font, which maps Czech graphic design.
Metropolis wants to move on from the exclamation of “Wow”
In the field of tourism, Prague has been presenting itself in the last five years using interjections (Oooh, Wow, Mmm, Yeah and the like). These were to emphasize the atmosphere of the city in its promotional materials.
She now wants to move on from this style, which was created for her in 2013 by the graphic studio Dynamo Design. “Although the interjections worked well, they were still a bit primitive, and we also want to get under the skin of tourists who want to get to know the city more deeply. We also want people who are more interested in its culture to come here and want to spend longer here time,” said Dolanská about the planned change in the touristic visual style of Prague. The city wants to introduce the new brand this fall.
Prague is also yours, he will tell the city to the Czechs and Moravians
Metropole is also preparing a large nationwide big board campaign for May and June, focused on domestic tourism. Its motto is the message “Prague is also yours”. The campaign will appear on bigboards around the main highways in regional cities, the area for which will be provided to the city by Adjust Art for 1.1 million crowns.
“It is important to us that people who live in the Czech Republic come to Prague, that families with children come here, and that local people do not get the impression that the metropolis is expensive for them or that it is not friendly to them. That is why we try to .” find some tourist topic that is intended directly for them. In previous years, it was, for example, Prague’s pivot shops and small breweries, this year we are setting the theme of Prague cafes as our year-round theme,” said Dolanská.
According to them, the share of domestic tourists in the total Prague tourist industry has also increased in the last three years from 11.5 to 15 percent thanks to these activities.