Cities and Culture Campaign: Exceptional Results with The Independent and X

While The Independent published a series of inspiring articles exploring the cultural side of Slovenian cities, a parallel targeted advertising campaign was running on X. The synergy between editorial storytelling and digital outreach proved highly effective, delivering over 32 million ad impressions – thirteen times the initial performance targets. The coordinated blend of authentic content and unified messaging confirmed itself as a powerful promotional formula, significantly boosting both visibility and impact.

In 2025, the I FEEL SLOVENIA. MY WAY. Global Digital Campaign continues across key tourism 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. Slovenia is promoted as a travel destination through strategic placements on the largest and most relevant digital platforms.

Amplify Sponsorship campaign with The Independent and platform X

As part of the ongoing global campaign, innovative digital activities continue to shape the story about Slovenia – inviting international audiences to explore dynamic city centres, cultural encounters, pristine nature, gastronomy, wellness and outdoor experiences.

One of the flagship projects this year was the Amplify Sponsorship campaign, carried out from March to the end of April in partnership with The Independent and X.

The Independent promotional videos on X

As part of the campaign, The Independent editorially produced and published four promotional videos on X, highlighting recommended cultural and urban destinations across Slovenia.

Example: one of the four videos, titled “The best towns and cities to visit in Slovenia,” features cities selected by The Independent journalists as particularly appealing.

Editorial Coverage in The Independent

Each of the four videos was tied thematically to an editorial article published by The Independent during the same period. The first article, titled These are the best towns and cities to visit in Slovenia was released alongside a matching video promoted on platform X, complete with pre-roll advertisements showcasing Slovenian tourism.

The Independent editorial article on Slovenian towns and cities considered by its journalists to be the most interesting to visit – These are the best towns and cities to visit in Slovenia.

The article was simultaneously accompanied by a promotional video on X, advertised by The Independent, which also featured Slovenia’s pre-roll video ads.

The article These are the best towns and cities to visit in Slovenia., published on The Independent's website, was accompanied on X by a thematically aligned promotional video.

In addition to this feature, The Independent* published three more editorial articles titled: The best places to visit in Slovenia from Alpine peaks to historic towns, Two cities for the price o fine: How this Slovenian town on the Italian border is celebrating its cultural blends, Why you should visit Slovenia's five Unesco heritage sities in 2025. Each was supported by a matching promotional video on X.

Another example is the article Why you should visit Slovenia's five Unesco heritage sities in 2025, published on The Independent's website and accompanied on X by a themed video featuring pre-roll ads.

This promotional video, aligned with the UNESCO heritage article, spotlighted key Slovenian sites included on the UNESCO list.

Pre-roll video ads in The Independent videos on X

The four promotional videos shared by The Independent as sponsored content were accompanied by four 12-second pre-roll ads, showcasing Slovenia’s most distinctive tourism experiences.

Example: a pre-roll ad before the video about Slovenian cities selected by The Independent journalists as the most interesting to visit.

Slovenia: Consistently Featured on The Independent's Travel Platform

The impact of the campaign extended beyond its initial run, adding lasting value to The Independent’s website through expanded Travel content focused on Slovenia’s diverse tourism offerings.

The Independent’s website section dedicated to the travel content about Slovenia.

This integrated approach – combining editorial articles, thematically aligned promotional videos, and Slovenian pre-roll ads – delivered outstanding results. Such impact is made possible only through the coordination of multiple, simultaneous promotional activities that are both thematically and temporally aligned.

Source: www.independent.co.uk

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