#TrueTunisia is a digital marketing campaign in the form of a web series. It consists of two series available on its official YouTube channel Discover Tunisia, and is participated in by well-known YouTubers and international influencers with the aim of attracting and engaging the younger generations: Millennials and Gen Zs, as well as European tourists.

The innovative, fun format of the web series allows future visitors to get to know the destination's cultural and natural heritage, its tourist attractions and the alternative experiences and adventures they can have. Above all, it creates positive expectations that will make them want to visit the destination.

One of the most novel aspects was the use of drones during filming to provide perspectives from the air and show the landscapes in an attractive way, as well as using surround audio for an immersive experience.

In addition to this, as the aim was to boost attractiveness for European tourists, screens were installed in busy areas of five European cities showing street interviews with different European citizens, expressing their wish to visit the destination.

Through TrueTunisia, the destination achieved over 40 million views and 18,000 subscribers after two seasons.

• In the first season, a French journalist visits the destination and shows off its attractive natural and cultural heritage.
• In the second season, five well-known YouTubers from different parts of Europe get involved in the web series and spend two weeks visiting and enjoying the main points of interest in the destination, while doing all kinds of activities and interacting with residents to get to know the destination in a different, innovative way. This second season was designed aiming to make use of Electronic Word of Mouth (eWOM) due to the impact influencers have on social media and the YouTube platform.