Following the guidelines set out in the Strategy for the Sustainable Growth of Slovenian Tourism, the STB wishes to increase Slovenia’s recognisability as a green, sustainable destination where visitors can experience outstanding natural beauty, such as clean waters and waters with healing effects.
A campaign to promote Slovenia as a land of healthy waters was launched in beginning of October on National Geographic. The campaign will run until the end of February 2020 with a break in December. It covers digital advertising, with Slovenia also making an appearance on National Geographic TV channels.
The campaign will be broadcasted on National Geographic TV channels in UK France, Germany and Italy, featuring a 60-second presentation video about Slovenia, airing a total of 664 spots.
National Geographic websites will also address viewers in the USA.
Slovenian waters will be presented in a 4-minute video featuring the stories of proud Slovenians for whom water is an important part of their life. Among them are Slovenian Olympic medal-winner Sara Isaković, marine biologist Borut Mavrič, health and wellness expert Tanja Rauter Pungartnik and Director of the Slovenian Spa Association Iztok Altbauer.
National Geographic is as one of the most influential media in the global market, which, as a specialist in nature, outdoor experiences and travel, has access to the target public that we wish to address. With a team of influential figures and multi award-winning photographers and camera operators, National Geographic reveals compelling stories through photos and videos. This is also confirmed by the extremely visual concept or storytelling through photographs on Instagram – a digital channel featuring National Geographic as a world number one media brand with over 123 million followers on its hero Instagram account alone.
Content which was created by National Geographic as part of the campaign:
The photos taken by National Geographic on the visit to Slovenia will be used to create online advertisements and the posts on social media with the highest reach of users. For further promotion of Slovenia, new photographs are available to the Slovenian Tourist Board from the set of National Geographic photographs.
National Geographic team visited Slovenia in July this year and created a top quality video and photo content presenting the exceptional water wealth of rivers, seas, drinking water, thermal and mineral waters of Slovenia. The video was shot in Moravske Toplice, Rogaška Slatina, Bohinj, Strunjan, at the Sečovlje Salt Pans and in Ljubljana.
The photos taken by National Geographic on the visit to Slovenia will be used to create online advertisements and the posts on social media with the highest reach of users. For further promotion of Slovenia, new photographs are available to the Slovenian Tourist Board from the set of National Geographic photographs.
With the campaign we wish to reach out to more demanding guests who look for unique experiences. National Geographic is a medium with the highest digital reach, whilst also actively promoting a sustainable approach to the environment which is also in the very core of the Strategy for the Sustainable Growth of Slovenian Tourism. The new campaign is aimed at raising awareness of Slovenia as a green and sustainable destination where visitors experience exceptional natural beauty, including unspoiled water resources and healing waters.
Maja Pak, director of Slovenian Tourist Board
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