Ursa picks up second award on ABC’s The Gruen Transfer

The Pitch

Our challenge: Attract foreign tourists to the town of Asbestos in Canada.

Our thinking: We felt the name was the biggest hurdle in getting people to consider visiting this unique town. Somehow we had to desensitise the name Asbestos.

Our execution: We found other towns from around the world that were also blessed with unfortunate names – and used this to reinforce the thought that ‘a bad name doesn’t necessarily make it a bad destination’.