With COVID-19 impacting all tourism and travel-related industries, we worked with the Ministry of Gozo to face the problem head-on and present the island’s many benefits to potential tourists in Scandinavia. As an island with a niche appeal to scuba divers, the awareness of Gozo among Scandinavians was low. Our “somewhere you’ve never been” campaign focused on the novelty of Gozo as a tourist destination. We highlighted the most relevant tourism activities for different groups within the audience. The campaign ads were seen over 35 million times across Google, Facebook, and Instagram and delivered 130,000+ new visits to visitgozo.com. And the cherry on top; for a total media spend of just under 25K€, this campaign delivered extremely cost-effective performance.