When in a foreign country, tourists like trying local food. After some time, though, they get sick of it and start craving something familiar, something that they know. We promoted traditional Czech cuisine and local restaurants. And in return restaurants pass on our message to guests: “When you’ve had enough (of Czech cuisine), you know where to find us” and a map of McDonald’s locations.

Multi-channel implementation in center of Prague.

Ran in August 2016, prime tourist season.

Placement on tens of outdoor formats in Prague (different execution versions), a number of local restaurants, and AIRBNB pads and tourist spots in Prague.

A large number of media mentions in Czech Republic during the campaign, biggest online and offline media portals included.

A change in brand perception during and after the campaign, a more human image achieved.