Joint promotional campaign "Naturally Yours – Taste, Feel, Love" with Croatian Tourist Board on the American market
To collectively promote Slovenia and Croatia in the American market, the Slovenian Tourist Board (STB) participated in a collaborative advertising campaign facilitated by the European Travel Agency (ETC). This initiative significantly heightened the visibility of Slovenia as an enticing tourist destination in the American market, catering to both leisure and business travelers.
Running from May to October 2023, the campaign, co-financed by the European Union, unfolded across various platforms, showcasing the unique characteristics of Slovenia. From May to July, contents on Condé Nast Traveler and Wanderlust became the canvas for the joint tourism story, followed by a set of videos on YouTube from August to October. The campaign culminated in October with a joint business event held in New York.
Joint presentation page of Slovenia and Croatia on the VisitEurope.com portal
Together with the Croatian Tourist Board (HTZ), the Slovenian Tourist Board (STB) presented itself on the joint promotional website of the ETC VisitEurope.com portal. The STB curated a comprehensive collection of articles, highlighting the core offer of Slovenian tourism across diverse content sections, including Nature, Outdoors, Gastronomy, Lifestyle and Ecotourism-Sustainability. The effect of highly appealing contents was further amplified by a carefully curated selection of captivating videos on Instagram and YouTube.
Joint presentation page of Slovenia and Croatia on VisitEurope.com
Each topic featured a number of intriguing articles, which were created together with HTZ. The Slovenian Tourist Board has further enhanced each content section by incorporating entertaining fun facts and engaging videos, providing a comprehensive and captivating exploration of Slovenia's diverse offer.
An example of one of the content sections of the joint landing page of Slovenia and Croatia on ETC's VisitEurope.com
Joint promotional activities with prominent American travel media
In collaboration with the HTZ and ETC, the STB extended promotional efforts to renowned online content platforms. Specifically, on Condé Nast Traveler, STB curated an interactive online center showcasing Slovenian and Croatian tourist products. The campaign garnered 5.9 million impressions and sparked over 12,500 interactions on Condé Nast Traveler's social networks.
By clicking on the interactive map of Slovenia and Croatia, visitors to the Condé Nast Traveler website could access rich content with presentations of some of the most interesting destinations in Slovenia and Croatia.
With another significant online media, Wanderlust, STB crafted a presentation website featuring five distinct content sections: Where to explore, Get active, Slow down, Go green and Time to refuel. Within each section, the most captivating tourist experiences from both Slovenian and Croatian destinations were showcased through a blend of insightful articles and visually compelling content. The campaign yielded remarkable results, resulting in 2.5 million impressions and sparking over 189,000 interactions across Wanderlust's social networks.
Landing page of Slovenia and Croatia on Wanderlust
A joint video pormotion campaign on YouTube
Three months before the New York event, a distinct promotional campaign on YouTube was launched, unveiling two collaborative videos that encapsulated the essence of both destinations. In the first ad, the spotlight was on tourist products under the themes of Activities in Nature and Gastronomy. The second video delved into the world of Health and Well-Being and Historic Cities and Culture. Running from mid-August to mid-October, the campaign garnered impressive 2.3 million video views.
Joint presentation video of Slovenia and Croatia
Video clip from an advertisement with the presentation of the City and Culture and Gastronomy products on YouTube
Video clip from an advertisement presenting Activities in nature and Health and well-being on YouTube
The Slovenian Tourist Board, through joint promotional efforts with ETC and HTZ, endeavours to position Slovenia prominently on the travel itineraries and business plans within the American market.
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