Prague Old Town is famous for its cobblestone squares and riverside heritage, home to 1,400+ independent merchants. The tourism board aimed to boost off-season visits and spending through night tourism.
Traditional marketing approaches were static with insufficient social media presence. The city wanted to experiment with creator collaborations and technology to attract Gen Z and family audiences.
Needed to transform old town heritage into modern experiences within a limited budget while ensuring crowd flow and safety. - Content must balance historical authenticity with contemporary appeal - Activity routes need to accommodate families and photography enthusiasts - Required real-time monitoring of foot traffic and spending for quick adjustments - Multi-department coordination needed clear scripts and rehearsals - Post-event needed to establish replicable methodology
Night tour stories trended across platforms, driving old town brand renewal.
Night foot traffic and average spend increased significantly, high merchant satisfaction.
Government and merchants gained real-time dashboards, improving decision efficiency.
“Creativity, culture, and data were seamlessly integrated here. We saw young people return to the old town, and local merchants learned to operate night economy digitally.”
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