As part of this autumn’s enhanced digital marketing strategy, Slovenia is running promotional campaigns on YouTube, where it is communicating by using two promotional films built around two different concepts. The first film uses the slogan “Slovenia. Green. Active. Healthy.” and presents the country as an active, green and healthy tourist destination located between the Alps, the Mediterranean and the Pannonian Plain. Starting in November, however, the clips promoting Slovenia will feature top-ranking Slovenian ski racer Tina Maze.
The advertising will take place in Slovenia’s key outbound markets, i.e. Austria, Italy, Germany and Great Britain, using two types of advertisements. The first type is the so-called pre-roll (advertisement playing before the video selected by the user), while the second type is the masthead advertisement, which means that the advertisement receives one-day (24-hour) exposure on the YouTube homepage.
Austria and Great Britain: 5 and 9 November 2013 with the Winter in Slovenia video based on the following concept: Whatever you may dream for winter, you can make it happen in Slovenia (56 sec).
Austria and Germany: 10 and 14 November with a video of Tina Maze, emphasis will be placed on the Slovenian coast with the town of Piran (30 sec).
Pre-roll advertisements (published between 25 October and 1 December 2013):
Between 25 October and 14 November the 30-second promotional film Slovenia. Green. Active. Healthy. is being shown in all the above-mentioned markets.
Between 15 and 30 November, advertisements featuring Tina Maze will be published in the following markets and with the following emphases:
- Austria: The Slovenian coast including Piran.
- Germany: The capital of Slovenia – Ljubljana.
- Italy: Slovenian natural spas.
- Great Britain: The Alpine pearl Bled.
Visit Slovenia on YouTube to watch the videos.