A new National Geographic campaign to promote Slovenia as a land of active experiences

Published: 21.12.2021

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A new National Geographic campaign to promote Slovenia as a land of active experiences

In November, the STB launched a new campaign in partnership with National Geographic to promote Slovenia as a country of active outdoor experiences. The campaign will run until the end of 2022 and covers digital and tv advertising.

A new National Geographic campaign to promote Slovenia as a land of active experiences

The campaign featuring a 30-second presentation video about Slovenia is currently running on National Geographic TV channels in Germany, Austria, Italy, UK, France and Slovenia. The video will be aired 800 times.

The National Geographic team will visit Slovenia in winter and spring to record top video and photo content that presents Slovenia as a green, active and healthy destination for unique outdoor activities. The emphasis will be given to hiking, cycling, winter sports and water activities.

Thanks to favourable climatic conditions, natural resources and commitment to the promotion and marketing of Slovenian tourism 365 days a year, active outdoor experiences with a wide range of different sports activities can attract tourists throughout the year.

An example of a banner on National Geographic.

The campaign addresses more demanding guests who are looking for unique experiences. National Geographic is the medium with the greatest digital reach, which at the same time actively promotes a sustainable attitude towards the environment and sustainable tourism, which is essential part of the Strategy for Sustainable Growth of Slovenian Tourism. With the campaign, the Slovenian Tourist Board wants to raise awareness of Slovenia as a green, sustainable destination, which offers visitors a variety of opportunities to spend their holidays outdoors in an unforgettable backdrop of natural beauty.

National Geographic is one of the most influential media in the global market, which is content-oriented and specializes in the topics of nature, experiences in nature and travel and reaches the target audience we aim to address. With a team of influential and award-winning photographers and cameramen, it tells compelling stories through photographs and videos. This is also proven by the exceptional visual concept or storytelling through photo-oriented social network Instagram, on which National Geographic as a media brand with as many as 197 million followers ranks first in the number of followers in the world.

A partnership post on the NatGeo Instagram profile, which has as many as 197 million followers.

It was on this channel that a partnership content was posted in December, dedicated to active experiences in the exceptional natural scenery of Slovenia. National Geographic chose a photograph of a stand-up paddler on Lake Bohinj, taken by renowned photographer (also part of the team of photographers of National Geographic) Ciril Jazbec, who also wrote a few words about Slovenia, the land of active experiences. In a short time, the photo reached almost 170,000 likes and almost 600 comments.

The content that National Geographic will create for the Geography of Adventure campaign includes:

  • Two-minute umbrella Landscapes of adventure video
  • Digital article entitled Landscapes of adventure with the video included
  • Digital photo gallery of diverse landscapes and sports experiences
  • Green Slovenia story
  • Instagram story on NatGeoTravel profile
  • Web banners that will promote content about Slovenia

The photos taken by the National Geographic team on a visit to Slovenia will be available to the Slovenian Tourist Board for further promotion of Slovenia and will be used for online advertisements and for posts on social media of exceptional reach.

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Global public relations and Marketing
e-mail address: press(at)slovenia.info

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