Slovenian campaign on the markets of primary importance

For the first time in the history of the promotion of Slovenian tourism, and with the help of European funds, the STB appropriated more than EUR 3.5 million for the implementation of a promotional campaign in the markets of primary importance for Slovenian tourism, representing almost 50% of all overnight stays of foreign visitors (Austria, Germany, Italy and the Russian Federation). The campaign, which was carried out between May and September this year, was designed as a combination of traditional and digital advertising aimed at improving the visibility of Slovenia as a tourist destination along with the Slovenian tourist products that are most attractive for selected markets or target groups. The campaign was focused on image advertising and addressed consumers of higher income strata in the early stage of the vacation decision-making process.

The target group was defined as active lovers of nature and a healthy lifestyle from the upper income segment (active individuals, couples, friends and families who would like to actively spend their time in nature, where they wish to replenish their soul, mind and body and are willing to spend more for their experience).

The media mix was defined as a combination of traditional (TV and outdoor) advertising and digital advertising with a goal of achieving the highest reach for a defined target group in a given time period, taking into account marketing strategies for Slovenian tourism. Television was one of the important media for improving Slovenia’s visibility among tourists who were not familiar with Slovenia and for creating a desire to visit Slovenia among those who already knew about Slovenia. The goal was to direct the users to web solutions where communication and interaction continued. Outdoor advertising was carried out in northern Italy, where media attention given to the Expo world’s fair was exploited. The share of digital communication was 36%. It supported traditional advertising on all of the defined markets. A central part of digital communication was represented by the Integrated Innovative Digital Campaign, which was supported by search engine marketing.

ADVERTISING ON OUTDOOR MEDIA IN NORTHERN ITALY

By advertising on buses and trams in Milan, Turin, Brescia, Genoa, Bologna and Florence, we presented Slovenia to Italians and EXPO-fair visitors from around the world as an attractive nearby tourist destination that offers numerous vacation opportunities with an emphasis on spa resorts, the Slovenian littoral with its hinterland, active vacationing in pristine nature and cities and encouraged them to spend their holidays in Slovenia. The advertising campaign running under the slogan Slovenia. Verde. Attiva. Sana. was visible to the wider Italian target public on large boards in subway stations, on external surfaces of trams and on external surfaces of city buses in selected cities in northern Italy.

Advertising on large boards in subway stations in Milan, Brescia and Turin, which was carried out 3 times over 14-day periods (in May, June and July), generated 6,842,909 potential daily contacts with the target group in Milan, 733,030 in Turin and 168,230 in Brescia. The total number of contacts generated by the campaign in subway stations amounted to 325,255,089 potential contacts (meaning that this many passengers may have seen the ad).

Advertising on external surfaces of buses and trams in Milan (all-over advert buses) generated 1,559,751 daily contacts. Ten fully wrapped buses operated in Milan between 1 May and 31 July. In total, 140,377,590 potential contacts were generated.

The advertising campaign on back sides of buses generated 99,785,868 contacts daily in Genoa, Bologna, Florence and Turin combined.

Thus, more than 565 million potential contacts were generated in total.

* Television advertising in GERMANY

Television advertising in Germany was carried out on the first national public TV programme “ARD – Das Erste,” which, according to independent German institutions, has the highest ratings on the German market and also enjoys the highest reputation. During the Slovenian advertising campaign, which was carried out between 23 April and 12 June this year, the ARD ran the 30-second spot about Slovenia 30 times, always between 6 and 8 p.m. As many as a third of TV spots about Slovenia in this campaign were broadcast just before the main ARD news programme – Tagesschau, which is broadcast every day at 8 p.m. and has the highest ratings among regular shows of all TV channels in Germany, watched by 4.5 million people every day. In 8 weeks, the Slovenian advertising campaign reached more than 33 million views.

* AUSTRIA – television advertising on ORF 2

Advertising on the Austrian ORF 2 channel during prime time and with the goal to improve Slovenia`s visibility on the Austrian market was carried out in May, June and September. In May and June we attained the reach of 3.6 million Austrians who had seen the ad 6.8 times, thus achieving 26 million views. In this way, 54% of the Austrian target population was reached. Particularly good results were achieved in the 40+ target group (the key target group in this market), in which we achieved 5.3 million views.

* Television advertising on BBC WORLD NEWS

Between 11 May and 14 June, an advertising campaign on the global BBC World News channel was carried out. During the five-week period, three different TV ads (in total, there were 160 repetitions, all of them during prime time) with the duration of 30 seconds each, invited the audience five times a day, on average, to visit Slovenia as a green, active and healthy tourist destination. The Slovenian advertising campaign reached more than 16 million views.

INTEGRATED INNOVATIVE DIGITAL CAMPAIGN

With the goal to increase the use of digital advertising campaigns and tools, we also carried out a EUR 1.4 million "Integrated Innovative Digital Campaign” The campaign ran in 10 European countries, Russia and the USA on specified most-visited web portals and specialised tourism portals. The digital campaign was simultaneously carried out on the Facebook and YouTube social networks. In the period of 3 months, the campaign reached more than 175 million views on web portals, over 3,5 million views on YouTube channel and more than 67.000 new likes on Feel Slovenia Facebook.

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