Background
What is the modern Tallinn Old Town like?
Tallinn’s Old Town is a place that preserves its cultural heritage but is also a modern and forward-looking living environment.
The organizing team behind Tallinn Old Town Days 2023 set out to explore what a modern Old Town could look like and how the 41st edition of the festival – created in collaboration with the community – could reflect that vision.
To bring this updated concept to life, a competition for a new creative idea was launched, which was won by the Hundred agency. In developing the concept, our team took an innovative approach, combining bold ideas with a fresh perspective on familiar surroundings.
The Role of the Agency
- Developing the creative concept
- Setting up digital advertising
- Social media strategy and management
- Outdoor media solutions
- PR materials
The Challenge
How can you tell the story of a city that began in the 12th century in a new way?
The goal of the 2023 Old Town Days was to act as a catalyst for innovative and forward-thinking ideas, ensuring that valuable heritage remains vibrant and relevant — not become a museum.
The Idea
Same Environment, New View
To better integrate the Old Town into the modern urban fabric and values, it was essential to involve the local community in the process. While the physical structure of the Old Town remains unchanged, innovation can be introduced into all its layers.
Trying to find the best innovative solutions, we invited people to look into the future – to explore the Old Town at a micro level, from its towers and awesome church spires to the lush vegetation in its bastion zones.
Creative Solution
Visual Identity Concept for the Old Town Days
The visual identity of the festival was inspired by the vivid colors and textures of the Old Town itself. Bold use of color and form reflected the richness of life within the Old Town’s green spaces. The design incorporated the flora of the area – the blossoms and leaves of the red clover and the beautiful yarrow are just a few of the examples among the key motifs. To express the festival’s theme, “A Fresh View”, we inverted the colors and used the symbolism of the arches and towers to reveal a completely new perspective on familiar landmarks.
The chosen violet, greenish-blue, and pink tones used in the key visual symbolize creativity, intellect, imagination, success, perseverance, and wisdom – qualities that perfectly matched the festival’s this year’s vision and concept: the Old Town as a sustainable, inclusive, and evolving urban space. The key visual also became the foundation for all subsequent designs. The images of performing artists were seamlessly integrated into the arches and towers, creating a distinctive and memorable visual language.
Results
Now, in its 41st year, the festival focused on sustainability, environmental awareness, and community culture. Under the theme “A Fresh View”, cultural institutions, artists, craftspeople, museums, theatres, the community and visitors came together across multiple stages and venues. Over three days, the event featured nearly 50 concerts and more than 300 different activities.
As part of the Old Town Days, the organizing team paid special attention to making the city an exciting place for everyone to meet and live in. That’s why the program was designed to be as diverse as possible — featuring musical performances, workshops, engaging museum and park tours, heritage culture performers, youth organizations, and even activities for pet lovers.
In addition to developing the creative concept, Hundred played a key role as a strong communications partner for the organizing team, managing a comprehensive outreach campaign across digital and social media channels. Our team produced everything from social media posts and press releases to outdoor media materials.
The campaign ran from April 1 to June 8, covering both pre- and post-event promotion. Thanks to precise targeting, it reached over half a million users at a reasonably low cost per click.
Campaign Results (April 1 – June 8)
- 80,000 website sessions
- 50,000 users
- 10% increase in Facebook followers
- 60% increase in Instagram followers
- 100+ media mentions in national and city channels
Advertising Performance
- Reach – 125,000
- Impressions – 570,000
- Cost per Post Engagement – 0.05€
- Cost per Landing Page View – 0.51€
- Cost per Event Responses – 0.09€
