This year the global digital campaign of the Slovenian Tourist Board (STB) will be run in as many as 17 countries. We will be present on the key markets in Europe, namely in Germany, Italy, Austria, the UK and Ireland, France and Russia, as well as on other European markets, i.e. in Czech Republic and Poland, the Benelux countries, Switzerland and Scandinavian countries (Finland and Denmark). Digital communication will also be established with overseas markets in the USA and Canada.
The global digital campaign is planned to be run in six advertising waves from 1 March 2018 to 15 November 2018 with a hiatus during the high season from June to August. The aim is to increase tourist visits before and after the high season and to pursue the goal of balanced tourist flows throughout a year.
In accordance with the latest digital trends, this year's digital advertising will be based on content marketing, with articles in leading global media: Focus.de, Sueddeutsche.de, Kleinezeitung.at, Repubblica.it and CNN.com. The articles will be further promoted through key social media channels, such as Facebook, Instagram and VKontakte, in the form of native advertising. In addition to these media, we will take advantage of pragmatic native advertising, video advertising on the YouTube channel and search advertising via Google and Yandex, the Russian search engine. This year we will also include Gmail Sponsored Advertising, where special attention will be given to tourist packages.
In 2018 the STB aims to fulfil the following goals through a global digital campaign:
1. With regard to the advertising on social networks, at a minimum, to:
2. To have at least 8 million views longer than 3 seconds of video advertisements on YouTube.
3. To reach at least 18 million Instagram users at a minimum frequency of 3 on a particular market and have 63 million advertisement impressions.
4. With regard to advertising on Google (search and Gmail advertisements) and Yandex, to reach at least 330,000 users.
5. With regard to native advertising (Outbrain), to get at least 190,000 clicks.
6. With regard to content advertising, to have at least 33 million advertisement impressions.
The full financial breakdown of the media buying for the digital campaign is available on the following link:
Financial breakdown of digital media buying 2018
The aim of the digital campaign is to improve Slovenia's visibility and reputation and increase the probability of Slovenia being chosen as this year's tourist destination, to strengthen the message of sustainability-oriented Slovenia, and to increase the reach, interactions and various types of conversion.
Target groups are defined on the basis of interests, demographics and market needs. By deliberately addressing selected target groups we will increase the visibility of Slovenia and the chances of visits to the country.
We are addressing the following key target groups:
The structure of the basic idea stems from the finding that tourists are usually pleasantly surprised by Slovenia, what it offers, its destinations and products. Depending on their interests they have interesting, diverse, extraordinary, moving, genuine and rich experiences in the country.
This is evident from numerous spontaneous statements, thoughts and comments shared by people who have already been to Slovenia.
By using this and combining it with the carefully chosen matrix of central photographs and videos we attract the attention of potential tourists. We tell them that a special personal experience is awaiting every (potential) visitor THIS SUMMER and WINTER in SLOVENIA, an experience they will remember and love to tell about. Experience is thus closely linked to memories.
Other examples of creative ideas
More examples:
Video advertisement 15 seconds (market: Italy; target group: couples and families; season: spring/summer)
Video advertisement 30 seconds(market: Russia; target group: couples and families; season: spring/summer)
Video advertisement 15 seconds(market: Netherlands; target group: couples and families; season: spring/summer)
Video advertisement 30 seconds(market: the UK and Ireland; target group: couples and families; season: spring/summer)
At the end of March 2018 the STB published the first public call for tenders for the promotion of tourist packages of the Slovenian tourist industry with the aim of promoting Slovenian tourist products and selling specific tourist services directly at service providers. Another two public calls for tenders will be published in April and August.
Tourist packages for the spring/summer season can be submitted for the following themes:
Providers can submit their offers free of charge. All packages submitted will be translated and published free of charge on campaign landing pages in English, German, Italian, French, Spanish and Russian.
All packages will be presented on special landing pages as the continuation of the promise of adventures visitors can experience in Slovenia that are in line with the values of the Green, Active, Healthy trademark and constitute a five-star experience.
Please visit the homepage or select another language.
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