Promotion of Slovenia in Leading International Online Media Successfully Concluded

One of the Slovenian Tourist Board’s most extensive promotional initiatives of the year complemented the Global Digital Campaign through a series of targeted content projects in leading international online media. The campaign focused on the promotion of key Slovenian tourism products across selected foreign markets, with activities carried out in Germany, Austria, Italy, France and the United Kingdom, as well as in promising Nordic markets, including Denmark and Finland.

The campaign pursued two primary objectives aimed at end consumers (tourists): to strengthen awareness and enhance the reputation of Slovenia, and to inspire and motivate key target segments to consider Slovenia as a preferred travel destination. Through a carefully curated selection of priority markets and reputable media partners, the campaign primarily targeted the High Value Traveller (HVT) segment.

Throughout the year, particular emphasis was placed on communicating Slovenia as an exceptional destination for unique and sustainable experiences available 365 days a year. This message was conveyed through in-depth advertorials, dynamic brand pages and interactive destination guides published in high-reach, trusted media outlets that share Slovenia’s core target audiences.

7 countries, 12 leading media outlets, 50 original stories and nearly 135 million content impressions

In Germany, campaign content appeared on Welt; in Austria, in collaboration with Kurier and Der Standard; in France, through Le Figaro and Le Monde; and in Italy, in the online editions of Corriere della Sera and La Repubblica. In the United Kingdom, rich editorial projects were developed in cooperation with The Guardian, The Telegraph and the BBC team. On the Nordic markets, Slovenia was promoted to readers of Denmark’s Politiken and Finland’s Iltalehti.

The campaign delivered outstanding results: more than 134.8 million impressions of online content about Slovenia and over 712,000 views of individual articles and advertorials. On average, performance exceeded expectations, achieving over 20% higher article views and more than 56% higher content impressions compared to projected or purchased benchmarks.

In total, around 50 original content pieces were produced as part of the campaign, including editorial articles, visually rich long-form and brand-page formats, as well as dedicated content clusters functioning as curated guides to Slovenia and its key tourism products. Selected examples can be explored via the links below:

• BBC Storyworks: Discover Slovenia
• Iltalehti: Satumainen Slovenia vie mennessään.
• Welt: Eat. See. Love. Grüße aus Slowenien.
• Le Monde: Les villes slovènes, à la croisée de la culture, de la créativité et de la gastronomie. / La Slovénie, entre aventures en plein air et bien-être.
• The Telegraph: From garden to plate – embrace Slovenia’s world-class gastronomic scene. / Discover Slovenia’s world-class culture and vibrant cities. / Why Slovenia is Europe’s green playground. / Slovenia’s thermal path to health and relaxation.

The content published on leading media platforms was further supported by extensive promotion of branded content across the partners’ social media channels, display advertising formats, newsletter placements and other digital touchpoints. These formats not only drove readership of the editorial content but also significantly enhanced the visibility and positioning of Slovenia and the I feel Slovenia brand.

Content-Led Advertising for a Deeper and More Lasting Impact

The content campaign complemented and reinforced other promotional activities of the Slovenian Tourist Board in the participating markets, stimulating interest in Slovenia’s key tourism products: historic towns and culture (with a special emphasis on arts and culture as the current overarching communication theme), active outdoor experiences, health and well-being, and gastronomy. Embedded links directed readers to landing pages and editorial stories on slovenia.info, providing high-quality, reliable information and inspiration for planning future travel to Slovenia.

Content-led advertising developed in partnership with premium European media brands plays a vital role in shaping international perceptions and strengthening the reputation of Slovenia as a carefully curated tourism destination, as well as of the I feel Slovenia brand. The combination of high-quality editorial storytelling, contemporary narrative approaches, advanced digital solutions and a trusted media environment creates a deeper and more lasting impact than short-lived advertising on social media or large digital platforms, while fostering meaningful and long-term engagement with key target audiences shared with leading publishers in selected markets.

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