Promotional Campaign: Slovenia. It's All in Our Nature.

Key Performance Indicators

The KPIs were two-fold:

• Measurable outcomes: boosting tourism inquiries, amplifying social media engagement, driving increased website traffic and broadening audience reach.
• Elevating Slovenia’s global profile as a top sports and tourism destination & showcasing gender equality in sports.

Domestically, the goal was to boost support for Slovenian athletes, ensuring the campaign resonated also strengthened national pride and enthusiasm for the country's sports heroes.

The Creative Concept

The aim was to create a story that highlights how Slovenia’s nature shapes its national character, which drives the country’s success in sports.

Filmed across 12 breathtaking locations, the campaign features over 20 top athletes and 3 para-athletes. The soundtrack, composed by world-renowned DJ Umek, blends modern beats with the authentic sounds of Slovenia. To enhance engagement, several short videos were created, each focusing on individual athletes, along with one main video lasting approximately 90 seconds that showcases the highlights of their adventures.

Visually, the campaign employed a striking double exposure technique, merging athletes’ portraits with iconic Slovenian landscapes. The main image was placed against the backdrop of Slovenia’s highest peak, Mount Triglav, symbolizing the nation’s strength and connection to its natural heritage.

Each athlete was filmed in an environment that reflects their identity and discipline. This included extraordinary locations like rock climbing at Bled Castle rock, playing volleyball in Postojna Cave and visiting Ljubljana Castle at sunrise.

Behind the Scenes Video

Watch the behind-the-scenes video to gain insights into the creative process and see how the stunning visuals and inspiring stories came together in the campaign.

Gender Equality and Regional Representation

By prioritizing gender equality and regional representation, the campaign showcased Slovenia’s most celebrated athletes, such as cyclist Tadej Pogačar, climber Janja Garnbret, judoka Andreja Leški, discus thrower Kristjan Čeh, kite-surfer Toni Vodišek, the men's volleyball team and the women’s handball team.

Multiple Languages

The campaign's message was delivered in multiple languages. While the message remained consistent across foreign markets with "Slovenia. It's All in Our Nature," it was slightly adapted for Slovenia: "Slovenija. Uspeh je v naši naravi" (translated as "Slovenia: Success is in Our Nature"), aimed to encourage local fans to support their athletes during the Olympics.  

Paralympics

A notable highlight of the campaign was the inclusion of Paralympians, which underscores a strong commitment to supporting the Paralympic Games and reflects pride in representing all athletes, regardless of their abilities. By showcasing the incredible talent and determination of Paralympic athletes, the campaign aims to promote inclusivity and highlight their inspiring stories. 

This year’s Slovenian delegation competed in volleyball, archery, shooting and athletics. The volleyball team was joined by seasoned para-athletes such as Franček Gorazd Tiršek in shooting, Henrik Planko in discus and Dejan Fabčič in archery, alongside debutant Živa Lavrinc. Under the leadership of captain Lena Gabršček, the volleyball team, including Jana Ferjan, Bogomira Jakin, Barbara Kocmur, Saša Kotnik Hren, Suzana Ocepek, Vesna Pogačar, Klara Vrabič, Tija Vrhovnik and Danica Gošnak, presented an inspiring performance.

Keeping Slovenia green together

Green, active and healthy Slovenia is renowned for its commitment to sustainable tourism development. Under the auspices of the internationally recognised Green Scheme of Slovenian Tourism, we implement green policies and promote green experiences. Our aim is to preserve this remarkable diversity for ourselves and future generations, while extending a warm invitation to visitors worldwide. Let's discover the unique allure of Slovenia together!