Ena od največjih promocijskih kampanj Slovenske turistične organizacije, ki je v letu 2024 z vsebinskimi projekti dopolnjevala aktivnosti v okviru Globalne digitalne kampanje, je Oglaševanje ključnih produktov slovenskega turizma v spletnih medijih na izbranih tujih trgih. Aktivnosti kampanje smo izvajali na trgih Nemčija, Avstrija, Italija, Francija, Združeno kraljestvo ter perspektivnih Nordijskih trgih, kjer smo bili prisotni na Danskem in Finskem.
As one of STB’s largest promotional initiatives, this campaign complemented the ongoing Global Digital Campaign by strategically positioning Slovenia in Germany, Austria, Italy, France, the United Kingdom and the Nordic markets of Denmark and Finland.
The campaign’s dual objectives were to enhance Slovenia’s visibility and prestige (i.e. awareness) while inspiring travellers to choose it as a preferred destination (i.e. consideration). A key focus was attracting high-value travellers (HvTs) by leveraging top media platforms. Additionally, the campaign reinforced Slovenia’s image as a modern and dynamic cultural tourism hotspot, defined by world-class artists, year-round events and a deep-rooted heritage.
Building upon the groundwork laid in late 2023, STB refreshed and reactivated high-quality advertorials and landing pages tailored to each market. These updates incorporated the latest trends, visuals and insights, ensuring the campaign remained engaging and relevant. A significant new addition in 2024 was a dedicated focus on Slovenia’s vibrant arts and culture.
Impressive reach and engagement
With 7 countries, 11 prestigious media partners, 66 published articles and over 110 million impressions, the campaign far exceeded expectations. Notably, it outperformed initial media house projections by an average of 40%, with over 330,000 readers engaging with individual articles and advertorials.
Featured articles in top publications
The campaign successfully positioned Slovenia in globally recognized outlets, delivering inspiring travel narratives, cultural insights, and sustainable tourism highlights. Some of the standout features include:
- Le Monde: À la découverte de la scène culturelle slovène
- Berlingske: Slovenien gemmer på udsøgte kunst- og kulturoplevelser til kvalitetsbevidste connaisseurs
- BBC: A local musician's cultural guide to Nova Gorica, the 2025 Capital of Culture
- Corriere della Sera: Autunno sostenibile in Slovenia. Tutto il meglio d’Europa in una piccola, grande destinazione
- Kurier (Freizeit): Slowenien Reiseführer: Alles, was Sie vor Ihrer Reise wissen müssen
- Der Standard: KLASSISCH UND DOCH GANZ ANDERS
- Focus: Slowenien: Grün, Aktiv, Gesund und Nachhaltig
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