National Parks of Georgia launched Create Your Memories in July 2018, a film campaign by Wilton Tbilisi positioning Georgia's protected areas as destinations
ARCHIVENational Parks of Georgia Invites Travelers to Create Your Memories
National Parks of Georgia launched Create Your Memories in July 2018, a single-film campaign produced by Wilton in Tbilisi that positions Georgia's protected natural areas not as scenic backdrops but as active stages for personal, lived experience — inviting audiences across Georgia to hike, boat and explore as a form of memory-making.
The campaign entered the market at a demonstrably significant moment for Georgia's leisure and recreation sector. Georgia's protected areas recorded 1,108,503 visitors in 2018, representing a year-over-year increase of 16.1 percent, according to Api Gnta Ge. Of those visitors, approximately 529,023 were foreign arrivals and 579,480 were domestic Georgian visitors, per the same source — a near-equal split that gave Wilton's creative team both a local and an international audience to address within a single film asset. The campaign's positioning speaks directly to both segments: the emotional language of memory and personal experience transcends demographic and national boundaries in a way that factual promotion of park amenities does not.
In Georgia, the travel and leisure sector was simultaneously growing in economic weight. Georgia's total international tourism receipts reached US$3.2 billion according to api.gnta.ge, underscoring the scale of opportunity that the National Parks of Georgia sought to capture through film-based creative. The decision to commission a single, high-quality cinematic asset rather than a dispersed multi-format media campaign reflects a deliberate strategic choice: depth of emotional resonance over breadth of reach. Create Your Memories is, at its core, a leisure and recreation campaign built around a human insight rather than a destination inventory — and that distinction shapes every element of its production and messaging.
Wilton built Create Your Memories on a positioning that separates National Parks of Georgia from conventional destination marketing.
Conventional travel and leisure advertising in the recreation category typically deploys landscape footage alongside factual claims about trails, facilities or accessibility. Competitors in the broader Caucasus and Black Sea tourism corridor — including campaigns promoting Azerbaijan's nature reserves and Armenia's national parks — have historically defaulted to this inventory-led approach, cataloguing geographic features rather than human outcomes. Wilton's strategic insight for National Parks of Georgia was to invert that model entirely. Rather than asking audiences in Georgia and beyond to admire what the parks contain, Create Your Memories asks them to imagine what the parks will give them: a memory that is irreducibly their own. The campaign tagline and title function as an imperative, not a description — a subtle but meaningful distinction that transforms the viewer from spectator to protagonist.
The market context in Georgia in 2018 made this positioning both timely and credible. Protected-area tourism service income reached GEL 8,436,125 in 2018, an increase of 87.3 percent against 2017, according to api.gnta.ge. That figure signals an audience already moving toward active engagement with Georgia's natural spaces, not merely considering it. The three leading protected-area attractions in 2017 were Prometheus Cave, Kazbegi National Park and Lagodekhi, per api.gnta.ge — destinations defined by dramatic, experiential landscapes rather than built infrastructure. Wilton's creative strategy aligns precisely with where demonstrated Georgian visitor behaviour was already pointing: toward immersive, personal encounters with nature. By anchoring the campaign in the language of memory and recreation rather than scenery and sightseeing, Create Your Memories positions National Parks of Georgia as a facilitator of life experience, a strategic register that carries considerably more emotional purchase in the leisure category.
Sandro Kuparashvili served as creative director on Create Your Memories, with Guja Kemoklidze credited as copywriter, according to clapboard.com.
The film's production roster extends meaningfully beyond those two roles. Archil Elashvili and Sandro Kuparashvili are both credited as photographers on the campaign, per clapboard.com, suggesting a production process in which the visual language was shaped by practitioners with a still-image sensibility — an approach that frequently produces cinematic work of heightened compositional precision. The cast, documented by clapboard.com, comprises Shaka, Niko Kankia and Tina Dalakishvili. The choice to work with named Georgian talent rather than anonymous models or stock-agency performers is consistent with the campaign's strategic positioning: real, recognisable human presence reinforces the claim that these parks are places where actual people make actual memories, not aspirational fictions staged for a glossy brochure.
The film format itself is the central creative decision. In Georgia's recreation and leisure advertising landscape in 2018, film allowed Wilton to deploy movement, natural light and ambient sound in service of an emotional argument that static formats cannot make with equivalent force. A hiking trail photographed in print communicates geography. The same trail rendered in motion, with a human figure moving through it and a narrative of personal memory framing the experience, communicates possibility. The montage structure that characterises the campaign — capturing multiple parks, multiple activities and multiple human moments within a single asset — gives Create Your Memories both geographic breadth and emotional specificity simultaneously. Production credits for the campaign's post-production, sound design and cinematography roles beyond those listed above are not publicly documented.
ARCHIVENo verified performance data for Create Your Memories is publicly available.
No campaign-specific metrics covering visitor uplift attributable to the film, brand awareness movement, media reach figures or return on advertising spend have been documented in public sources. The campaign recorded no entries or recognition in Cannes Lions, the Effie Awards, The One Show, D&AD, Clio Awards, the Webby Awards or WARC Awards, per clapboard.com. In the absence of measured outcomes, structural analysis offers the most reliable basis for assessment.
Create Your Memories demonstrates several characteristics associated with durable travel and leisure communication. Its single-asset format concentrates production value and creative intent rather than diluting either across multiple executions. Its emotional frame — memory-making as the core benefit of visiting Georgia's national parks — is category-distinctive relative to the inventory-led norms of regional nature tourism advertising. The casting of identifiable Georgian talent in Tina Dalakishvili, Shaka and Niko Kankia grounds an aspirational message in local cultural credibility. And the campaign's release in July 2018 placed it in market at the precise moment when Georgia's protected areas were experiencing their strongest visitor growth in recent years, with the 16.1 percent year-over-year increase in protected-area visits documented by api.gnta.ge providing a receptive audience already primed toward nature-based leisure and recreation experiences.
Clapboard scores Create Your Memories at 63 out of 100, reflecting competent strategic alignment and production craft against the benchmark of the broader travel and leisure category.
Create Your Memories is a 2018 film campaign for National Parks of Georgia, produced by Wilton in Tbilisi. It positions Georgia's protected natural areas as destinations for personal memory-making through hiking, boating and outdoor recreation, using a montage format with Georgian talent including Tina Dalakishvili, Shaka and Niko Kankia.
Wilton, a Tbilisi-based agency, created Create Your Memories. Sandro Kuparashvili served as creative director and photographer, Guja Kemoklidze as copywriter, and Archil Elashvili as co-photographer. The campaign was published in Georgia in July 2018 and represents the agency's film work in the travel and leisure category.
Wilton positioned Georgia's national parks as facilitators of personal memory rather than scenic destinations. This inverted the inventory-led approach common in regional nature tourism advertising, addressing both Georgian domestic visitors and foreign arrivals — who each represented roughly half of protected-area visits in 2018, according to api.gnta.ge.
Georgia's protected areas recorded 1,108,503 visitors in 2018, a 16.1 percent year-over-year increase, according to api.gnta.ge. Tourism service income in those areas reached GEL 8,436,125, up 87.3 percent versus 2017 per the same source, indicating strong growth in the recreation and leisure sector at the time of the campaign's release.
Create Your Memories did not record recognition in Cannes Lions, the Effie Awards, The One Show, D&AD, Clio Awards, the Webby Awards or WARC Awards, per clapboard.com. Clapboard assigns the campaign a score of 63 out of 100, reflecting solid strategic and creative execution within the Georgia travel and leisure category.
The cast of Create Your Memories comprises Shaka, Niko Kankia and Tina Dalakishvili, according to clapboard.com. The decision to feature named Georgian talent rather than anonymous performers reinforces the campaign's core message that Georgia's national parks are places where real people create genuine, personal memories through recreation and leisure.
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