STB Launches New Global Digital Campaign in 22 Foreign Markets
The Slovenian Tourist Board (STB) continues its intensive promotion of Slovenia as an attractive tourist destination through the global digital campaign 'I feel Slovenia. My way.' The campaign encourages visitors to discover Slovenia through June 2025, utilizing a diverse range of digital channels to maximize outreach in 22 vital markets for Slovenian tourism. It represents one of the STB's most important marketing and communication projects.
The global digital campaign has been launched on various Google platforms and social media, including Facebook, YouTube, Instagram, X, Pinterest, TikTok, LinkedIn, Snapchat and Spotify. The selected channels enable the maximization of reach to target users while effectively addressing individuals based on their interests, location, demographics, income and more. The campaign utilizes 14 ad formats.
Launched across 22 international markets, including Germany, Switzerland, Italy, Austria, Hungary, the Czech Republic, Slovakia, Poland, the UK, Ireland, France, Spain, Belgium, the Netherlands, Luxembourg, Denmark, Finland, Sweden, Croatia, Serbia, the USA, and Canada.The campaign aims to enhance the visibility and reputation of Slovenia as a boutique and sustainable destination that offers unique experiences.
Aligned with Slovenian tourism policy, the campaign specifically targets discerning visitors seeking diverse and active experiences, tranquility and personal enrichment. By precisely targeting, it attracts environmentally conscious and responsible travellers who appreciate authenticity and local character.
The advertising campaign will run until June 2025. By establishing a clear timeline for promotional activities and focusing on attracting guests with higher spending power—particularly those who prefer to travel outside the peak summer season—the Slovenian Tourist Board (STB) aims to encourage visits to Slovenia during the lower season.
Simultaneously, the ads promote the distribution of tourism flows across Slovenia's four macro-regions and various destinations. The content also showcases diverse tourist offer, submitted by the Slovenian tourism industry in response to a public call for proposals.
Photo: Tomo Jeseničnik
All Five Tourism Umbrella Products in the Campaign
This year's campaign again highlights Slovenia's five umbrella tourism products: active outdoor, health and well-being, culture and historic cities, gastronomy and the meetings industry.
Aligned with the overarching communication theme for 2024, which emphasizes arts and culture, the campaign seeks to enhance Slovenia's visibility as a modern, creative and attractive cultural tourism destination with a strong sustainable focus. This is characterized by world-class artists, inspiring events year-round,and a rich cultural heritage. Key activities of the campaign include the development of new audio stories on Spotify that underscore this theme, complementing the playlists on Spotify's 'Sounds Like Slovenia' profile.
This year's campaign also features influencer marketing, with social media campaigns in partnership with athletes, ambassadors of Slovenian tourism and an activation campaign to promote the Spotify profile 'Sounds Like Slovenia.'
In pursuit of innovative approaches and in response to modern trends, the campaign is also testing the introduction of gamified elements. A game, developed for Snapchat, will particularly appeal to the younger generation.
Photo: Ptuj Tourism Board, Marcela Krničar
Global Digital Campaign 2023/24 Results
In the previous Global Digital Campaign, which ran in 22 markets from August 2023 to the end of July 2024, the campaign achieved remarkable results, including over one billion impressions (1,114,789,130), more than seven million clicks (7,531,891), over 164 million video views (164,220,804), and more than 22,000 new contacts (22,260) generated from over 20,000 ads.
The 2023/24 Global Digital Campaign 2023/24 placed additional emphasis on outdoor and sports tourism through three special advertising partnerships: with Platform X (Twitter) and the main organizer of the FIBA Basketball World Championship, the organizer of the FIS Alpine World Ski Championships and the organizer of Tour de France, A.S.O.
As part of the campaign, there was also active promotion of direct flights to Slovenia via Instagram and X. During the summer, the campaign featured creatives that promoted Slovenia as a sports superpower and an exceptional tourist destination for the Paris 2024 Olympic Games, encapsulated in the message 'Slovenia. It's all in our nature.'
Additionally, the global digital campaign 2023/24 marked the STB's first step into audio advertising on Spotify, the most visited platform of its kind. Through the 'Sounds Like Slovenia' profile, Slovenia is presented through sounds specific to selected destinations and tourism products.
Surveys evaluating the satisfaction of the Slovenian tourism industry with the STB's work in recent years indicate that the STB's digital campaigns are regarded as one of the most significant activities, with high levels of satisfaction from the economy.
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The above forms of use include solely a free-of-charge form of using materials for the purposes of promoting tourism activities and services in the Republic of Slovenia or presenting Slovenia as a tourist destination.
Prohibited forms of using materials/commercial use of materials
Using materials for commercial purposes, such as reproduction on postcards, T-shirts, books, magnets, embedding audio-visual inserts in one’s own promotional materials, all forms of external advertising (stationary billboards, digital advertising, etc.), use in advertisements unrelated to the promotion of Slovenia as a tourist destination, use on websites that are not intended to present Slovenian tourism products and services and similar activities, is not included in these General Terms and Conditions and is prohibited.
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