Description
INSIGHT & PROBLEM
According to Kazakhstan’s Ministry of Internal Affairs, only 8 150 688 Kazakhstanis had international passports. That means at least 60.3% of the country had never been abroad. Kazakhstan is vast. But the real distance wasn’t measured in miles. Caught in the daily grind, people forgot to dream about travel.
STRATEGY
For many people, travel didn’t just feel far away. It felt like something meant for someone else. Just showing beautiful destinations wouldn’t be enough. To inspire a first trip, we first had to make the dream personal. So we made the call personal.
IDEA
Every airport in the world has a unique 3-letter IATA code. And all this time, travel was closer than it ever seemed. Freedom Travel (flight ticket booking service in Kazakhstan) turned every Kazakhstani’s name into a personal invitation to travel by asking just one question. Because everyone is called to travel.
EXECUTION
We built a website that let everyone discover the destinations hidden in their names. Under the hood, the website was powered by a database of IATA codes for every city and airport available on Freedom Travel. We taught a custom algorithm to find and highlight those codes inside people’s names — and turn them into routes on a globe. Then it generated unique shareable templates with each person’s destinations, so everyone could post their routes on social media.
We surrounded it with a 360 campaign, turning Kazakhstanis’ names into the heroes of the campaign. Names called to people through the manifesto, through outdoor and through digital. Even underground, names gave them a reason to dream about travel. And it sparked curiosity. People searched, shared, compared — and the game went far beyond their names.
Finally, everyone who engaged with the website could unlock a $15 discount and 11% cashback on international flight tickets.
RESULTS
300K+ unique website visitors in week one
51.6M impressions
9.8M reach
+14K new international ticket buyers in one month
300K+ international tickets sold in one month (+143.2% YoY / 2.43x growth)
Launch date: June 3, 2026.
Channels:
– freedomfinder.kz website — the heart of the campaign
– manifesto film
– OOH / DOOH
– interactive OOH underground
– digital banners
– social media content & UGC posts (unpaid)
– personalized banners targeting by name (Instagram)
– collaborations with travel influencers
– ad installations in airports and public service centers
This professional campaign titled 'CALLED TO TRAVEL' was published in Kazakhstan in September, 2026. It was created for the brand: Freedom, by ad agency: SEED. This 360° medium campaign is related to the Travel and Tourism industry and contains 2 media assets. It was submitted about 9 hours ago by Business development director: Artur Karabajak of SEED.
Credits
Advertising Agency: SEED
NA(ILM)URATOV — Wilmington, USA / Creative Director
ARTURKARAB(AJA)K — Ajaccio, France / New Business Director
E(RSU)LTANKARANOV — Yeosu, South Korea / Senior Copywriter
VLADI(MIR)NIY — Monastir, Tunisia / Art Director
YERKEBUL(ANK)ALIEV — Ankara, Turkey / Creative Group Head
VY(ACH)ESLAVLIGAY — St. Gallen, Switzerland / Motion Designer
ANAS(TAS)IYAVELIKODNAYA — Tashkent, Uzbekistan / Designer
DMITRIYL(ARI)ONOV — Arica, Chile / Head of Strategy
IS(KAN)DERISKAKOV — Kano, Nigeria / Web Developer
DMITRIYVOL(KOV) - Kokshetau, Kazakhstan / CEO
Brand team: FREEDOM TRAVEL
(YUL)IYAKHAMITOVA — Montreal, Canada / CMO
NIGA(RAK)ARAYEVA — Marrakech, Morocco / Head of Brand Communications
MILANA(KIR)IENKO — Killarney, Ireland / Marketing Manager
DI(ANA)OTARBAEYEVA — Maasai Mara, Kenya / Brand Manager
