Communications platform and updated design concept to support the promotion of Slovenia as a tourist destination.
I feel Slovenia - MY WAY.
The new strategic orientation of Slovenia as a tourist destination and changing travel habits have led to the development of the MY WAY communications platform, which is a new communications platform and updated design concept to support the promotion of Slovenia on foreign markets for the next three to five years.
The new communications platform focuses on genuine Slovenian experiences with high added value that stimulate and actively include our guests. They value authenticity, and instead of standard fare they prefer to pursue inspiring stories and unique moments, through which they create lifetime memories. The new communications platform will help us realise our vision of Slovenia as a green boutique destination for 5-star experiences.
Why a new communications platform?
The new MY WAY communications platform is based on key trends that have increasingly changed the look of the entire tourism sector in the past few years. This major shift in the travel sector can be ascribed to the millennial generation, with their changed values and lifestyles, and there have also been noticeable changes in other generations.
The values, expectations and wishes of tourists and their concept of luxury have changed. They live more for experiences than for products. They value authenticity, and instead of standard fare they prefer to pursue inspiring stories and unique moments, through which they create lifetime memories.
This new campaign places the idea of genuine Slovenian experiences with high added value at the fore. It uses them to inspire and aims to actively include visitors who are looking for unique stories, authenticity and new forms of luxury when they travel.
The personalisation of experiences lies at the core
The new MY WAY communications platform, with its fundamental concept, design, message and elements, helps realise the vision of Slovenian tourism: “Slovenia is a green boutique destination for 5-star experiences.”
The new communications platform focuses on genuine Slovenian experiences with high added value that stimulate and actively include our guests.
In order to keep this promise, we need to present a broad range of high-quality, authentic experiences with local flavour, a refined approach and delivery, and a strongly emphasised experiential and personal character – the kind that create higher added value and attract discriminating guests. The designation is awarded to enterprises that meet those criteria and provide an appropriate level of quality.
Bringing communications to a more emotional and experiential level
The existing slogan “Green. Active. Healthy.” will no longer be used, but the main idea of Slovenia as a green, active and healthy destination remains a fundamental part of Slovenia’s identity as a tourist destination. The core of the idea is therefore the personalisation of experiences and the users’ ability to make personal choices that appeal to them on a more emotional and experiential level.
A flexible solution for the promotion of slovenian tourism
The MY WAY concept works as a broad and exceptionally flexible communications platform that effectively meets the various communications requirements of Slovenia as a tourist destination under the I Feel Slovenia brand at the primary level, the level of macro destinations and the level of core products, as well as the requirements of various marketing and communications tools used by the Slovenian Tourist Board.
New communications platform additionally give meaning to the brand I feel Slovenia
The MY WAY communications platform supports and further develops the I Feel Slovenia brand, which is the primary brand of Slovenian tourism.
The story of Slovenia as a tourist destination under the I Feel Slovenia brand is a story of a green land that soothes the soul and symbolises the balance between the individual and our society. In Slovenia you feel excitement and the encouragement to finally do something for yourself. Being in Slovenia restores your equilibrium.
Slovenia cannot be experienced solely through images; it has to be felt and experienced – in words, sounds, colours, textures, actions and experiences. (Source: Guide to the Use of the Slovenia Brand).
MY WAY, with its emphasis on individually personalised authentic Slovenian experiences, takes account of the existing I Feel Slovenia brand on both the visual and the identity level, takes a creative approach to fulfilling its basic promise, and appeals to the target segments through an emotional, inclusive headline.
Since its introduction in 2007, the I Feel Slovenia brand with its green message has become more relevant than ever, and the new communications platform gives it additional support.
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