"Twitter Amplify Tour de France", the STB's global digital campaign, wins silver award at the BalCannes Festival

Published: 21.4.2023

Back to news

"Twitter Amplify Tour de France", the STB's global digital campaign, wins silver award at the BalCannes Festival

The Slovenian Tourist Board was awarded second place out of 45 finalists in the BalCannes Tourism, Culture and Leisure category for its global digital campaign "Twitter Amplify Tour de France".

"Twitter Amplify Tour de France", the STB's global digital campaign, wins silver award at the BalCannes Festival

BalCannes, twice nominated by the UK's Association Excellence Award as one of the best events in the world, once again highlighted the best creatives in the field of advertising creativity.

BalCannes recognises the best and most successful work in the field of advertising creativity as part of the BalCannes Communication Days. This year's awards were given to the best works of 2022 from five countries and in a total of thirteen competition categories. The award ceremony took place in Rovinj, and the STB and Pristop Agency went there to collect the Silver Award for the Twitter Amplify Tour de France campaign as part of the 2022/2023 Global Digital Campaign.

STB and Pristop win silver in a competition of 45 finalists

The award-winning campaign was presented with a presentation video, which earned the award in the Tourism, Culture and Leisure category. The award-winning campaign was carried out on Twitter by the STB in cooperation with the organiser of the Tour de France, A.S.O. It proved to be a great success, reaching more than 12 million views and 83 000 clicks on the www.slovenia.info and 110 thousand interactions in the markets of Germany, Switzerland, Austria, Italy, Hungary, the Czech Republic, Poland, Slovakia, Belgium, the Netherlands, Luxembourg, France, Spain, Croatia, Serbia, the United Kingdom, the United States and Canada.



Together with Twitter's creative team, the STB created three short promotional videos as part of the campaign, based on video material prepared by the STB in partnership with the Ambassador of Slovenian tourism, Tadej Pogačar.

The short promotional videos were shown during the Tour de France, from 1 to 24 July, before the start of the videos on the Tour de France profile. The ads highlighted Slovenia as a great destination for outdoor activities and cycling. Each of the three short videos had an overarching theme; one featured Tadej Pogačar, another Primož Roglič and the third one Slovenia's beautiful nature. All ads directed visitors to the landing page of the global digital campaign, where they were able to access content showcasing Slovenia as a tourist destination.
The campaign achieved such great results also thanks to perfect timing of the campaign and the winning combination of the participants. Tour de France with the participation of two ambassadors of Slovenia tourism, Tadej Pogačar and Primož Roglič, proved to be the right combination to showcase not only Slovenia as a cycling destination and its cycling champions, but also its incredible gastronomy, history and culture. The right message published at the right time and in the right place, the partnership between the Slovenian Tourist Board and Tadej Pogačar, Primož Roglič and top-quality visuals prepared by the Slovenian Tourist Board were the guarantee for the success of the campaign.



This was recognised not only by the BalCannes jury, but also by the jury of the SoMo Borac Advertising Awards a few months earlier (where the campaign won gold). Of particular importance is the fact that Twitter itself decided to present the STB's campaign as a model example on its official website.

Awards in professional marketing circles confirm that the Slovenian Tourist Board is successfully representing Slovenia to target audience of adventurers, travellers and cycling enthusiasts, and that it uses very top marketing approaches.

Back to news


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

Sign up for the Trade News

Be up to date about what’s happening in Slovenian tourism. By subscribing to our newsletter you will receive the latest trade news in the field of tourism and other current information on a monthly basis.

Share with friends