While main competitor used foreign celebrity endorsements in their campaigns, we wanted to mock the trend and also to test levels of famous Georgian hospitality.

We decided to invite a "star" from TV series - but this one would not be your typical celebrity.

Supporting Actor - appearing in a scene on minute 23 of Episode 1, Season 6 would visit Georgia - never once breaking a zombie character, enjoying a deserved vacation among warmhearted and welcoming Georgians.

We made sure that our guest of honor visited every national landmark and tourist attraction during his stay - guiding our Walking Dead "star" to the walking tour of Tbilisi - Sightseeing, wine-tasting, national cuisine, etc...

After the first day of huge media buzz he became the most wanted [dead] man in town.

12 out of 14 local TV channels, newspaper reporters, bloggers volunteered to follow his trip almost everywhere. Besides earned media coverage, every smartphone of dedicated fans or confused observers also turned into tools of social media display, as the sight of zombie enjoying tourist attractions of Tbilisi became unskippable content.

During just two days of his visit, the brand has generated $120k worth of earned media, and huge buzz on internet after zombie became a meme.

So when the series returned on air after mid-season hiatus, the viewership rose by 16%.