The meeting place for family is Moscow

Project based on Brief #5 «Moscow Tourist» Project for the Silver Age Audience https://create.travelhub.moscow/brief16

Develop a concept idea for appeal, taking into account promotion channels, to attract active senior tourists (age 55+) to Moscow.

The majority of students from other cities are in Moscow. According to data from the HSE University Institute of Education: Trajectories in Education and Profession, 69% of students from the regions study at Moscow universities.

The largest influx of people from the regions goes to Moscow. Maria Bagreeva, head of the Department of Economic Policy, estimates this number at 1.5 million.

These are the individuals who build their lives from scratch in Moscow. And they only return to their hometowns occasionally…

Women aged 55+ from various regions. Their children live or work in Moscow, have started their own families, and have grandchildren.

Drivers: — I feel lonely and want to see my children and grandchildren more often. — I want to see how my children are doing in Moscow. — I want to attend an important family event (like a grandchild’s birthday).

Barriers: — I am afraid of causing inconvenience, being a burden, or being intrusive. — It is difficult to leave home (e.g., due to household responsibilities). — I am not proficient with electronic services (such as booking hotels).

I want to see my children and grandchildren more often, but I worry that if I come to Moscow, I will be a burden («we’ve met up, so what next?»).

Therefore, I am taking advantage of the offer from the Moscow City Tourism Committee to ease the worries about the trip.

For parents, a trip to Moscow is a rare opportunity to see their children and grandchildren.

Thanks to an offer from the Moscow Tourism Committee, you don’t have to wait for your children to visit; you can take the initiative yourself…

With discounts from tour operators, well-planned itineraries, and maps of culinary delights, the effort involved in planning the trip is minimal. All that remains is the pleasure of it.

Creatives that realize the idea are emotional photographs that bring us back to moments in family history and heighten the desire to be closer to relatives in another city.

Creativity can be complemented by product offerings.

We are posting advertisements in channels traditionally associated with the silver-age demographic—in Odnoklassniki and Dzen…

And in regional print media