MY SLOVENIA. Promotional Campaign
Presentation of the My Slovenia promotional campaign
In support of the authentic, safe and sustainable offer of Slovenian tourism, the STB is once again combining key communication activities aimed at the domestic market under the central all-Slovenia motivational campaign My Slovenia. The aim of the campaign is to inspire Slovenians to take vacation in Slovenia and to boost their overnight stays and consumption, which would help the Slovenian tourist economy to recover. The campaign also aims to highlight new, lesser-known, innovative products and activities and less visited destinations, and to raise awareness of the importance of sustainability and providing safe experiences.
The all-Slovenia campaign is carried together with many partners: the tourism industry, leading destinations, key institutions of Slovenian tourism, product associations, ambassadors and influential individuals and others. Through a public tender, the STB financially supports leading tourist destinations in co-finances activities to promote the tourist offer of the leading destinations, with an emphasis on strengthening the promotion of primary products with higher added knowledge. The STB has also partnered up with the Slovenian media, for the content co-production of the articles with an emphasis on sustainability, unique experiences, coverage of various target groups and geographical and seasonal dispersion.
The campaign was also internationally recognized as a best practice case on X Festival 2021, where it was ranked among three finalists in the category Best Placemaking Award.
Now is the time to holiday in Slovenia
In relation to travel, the current period is shaped by trends such as: safety, trust in travel, travel close to home, sustainable management, flexibility and booking time, the fusion of digital and real. The guarantee for such experiences in Slovenia is the content communication platform and the GREEN & SAFE label, which emphasizes high hygiene standards, protocols and sustainable recommendations for tourism providers and destinations with the aim of increasing guests' trust in Slovenia as a safe green tourist destination. Currently, there are already more than 800 users of this label, which is also the reason why Slovenia has obtained the possibility of using the global Safe Travels safety sign from the World Travel and Tourism Council (WTTC).
Holidays in Slovenia are healthy, safe and above all very green, which is confirmed by the Green Scheme of Slovenian Tourism, the national certification program, which combines all efforts for sustainable tourism development at various levels under the umbrella brand Slovenia Green. Today 163 destinations, accommodation, travel agencies, nature parks and sights, together with the first announced green restaurants and beach, provide and offer unique sustainable experiences. The Slovenian Green Tourism Scheme also inspires other European tourist providers, which is why the European Travel Commission (ETC) has started to lay the foundations for the establishment of European national models for promoting the sustainable development of tourism.
Following green, safe and unique unique authentic experiences, such as 17 certified Slovenia Unique Experiences, Slovenians are eager to travel, go on nature trips and active or relaxing holidays, and take short or long breaks. They want a holiday at a destination that is close, safe and provides relaxation in unspoiled nature, away from the crowds. These are the values that are more important today than ever before.
Video: Now is the time for you, my Slovenia
The campaign is accompanied by the promotional video Now is the time for you, my Slovenia, created by the STB in cooperation with Tent Production House, headed by Ciril Jazbec, a renowned Slovenian photographer and permanent associate of National Geographic. The video, with voice-over by the legendary Slovenian actor Boris Cavazza, invites us to rediscover Slovenia with exceptional shots of Slovenia as a land of unspoiled nature and unique experiences. It calls for optimism and mutual solidarity, highlights sustainable aspects, both local and domestic, and presents the faces of Slovenian tourism, which with their authentic and heartfelt stories offer guests a safe and pleasant holiday even in this difficult time.
Key communication tools and visuals #mojaslovenija
The key communication tools used by the Slovenian Tourist Board are the Feel Slovenia social networks, the special landing page My Slovenia, and specially prepared newsletters for Slovenians. Carefully prepared posts on social networks are accompanied by the hashtag #mojaslovenija na #ifeelsLOVEnia, the use of which is promoted by the STB among the participating destinations, providers and domestic guests. Since the launch of the campaign last year, in June 2021 the STB has seen over 1 million posts on social media channels using the #mojaslovenija and #ifeelsLOVEnia hashtags.
A special element of the campaign is the friendly videos of famous and welcoming faces of Slovenian tourism, which reveal hidden corners and lesser-known reasons for visiting their destinations.
The visuals and videos are created in Slovenian, as they address domestic guests.
Media support for the project
The campaign already last year aroused the interest of Slovenian media companies; many reported on it, and some media also actively joined the campaign. This year we are combining forces with the biggest media stations such as PROPLUS (with POP TV and KANAL A), Planet TV, TV 3 Slovenija, radio stations Radio 1 and Radio Slovenija - Val 202 and Prvi. During the campaign, they are addressing their audience with interesting content, while readers, viewers and listeners will be able to compete for appealing holiday packages in prize contests.