Key post-pandemic communication activities in the domestic market

The aim of the The time is now. My Slovenia. 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.

STB intensifies communication activities for the Slovenian target market also on its own digital channels, such as Feel Slovenia social networks, the central tourist portal www.slovenia.info with a special landing page www.slovenia.info/sl/moja-slovenija, news for B2C Slovenian public . Advertising on social networks is underway, and the STB will soon carry out advanced advertising on outdoor areas. As part of the digital campaign The time is now. My Slovenia. tourist providers can promote their tourist packages for free.

Since the launch of the campaign last year, the STB has seen 943,199 posts on social media channels using the #mojaslovenija and #ifeelsLOVEnia hashtags, 180 video invitations from ambassadors and faces of Slovenian tourism and 1,450 posts on the topic My Slovenia on the Feel Slovenia social media channels. The campaign was also awarded 1st place in the Tourism category of WEBSI awards.

In support of gastronomy as the central promotional theme of Slovenian tourism, the STB last week released a new video that presents Slovenia as an excellent choice for gastronomic experiences through the stories of six Michelin starred restaurants and their connection to nature and local producers. The video has already attracted a lot of interest from the foreign professional public: at the FITUR tourism fair in Madrid last week, it won first place in the Best International Video Promoting a Tourism Product.

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