Crazy about SLOVEnia Campaign
Crazy about SLOVEnia Campaign
The advertising campaign Crazy about SLOVEnia was launched on the Facebook page Feel SLOVEnia in the second half of September. The objective of the campaign is to promote Snovalec and Sejalec awards, innovative ideas, stories and achievements in Slovenian tourism. The content of the campaign itself required creativity and the type of thinking outside the box common to innovators in tourism.
The advertising campaign Crazy about SLOVEnia was launched on the Facebook page Feel SLOVEnia in the second half of September. The objective of the campaign is to promote Snovalec and Sejalec awards, innovative ideas and achievements in Slovenian tourism. The content of the campaign itself required creativity and the type of thinking outside the box common to innovators in tourism.
The campaign aims to promote innovative Slovenian tourism products and services with a bolder, multifaceted approach, to attract potential tourists to interaction and encourage providers to make more efficient use of stories as a marketing tool (storytelling). The Crazy about SLOVEnia campaign supports Snovalec award (the incentive for realising the promising tourist ideas) and Sejalec award (the award for innovative achievements in tourism) giving them publicity on Facebook. With this, the tourism sector of the SPIRIT Slovenia successfully includes Slovenian tourism industry in the promotion.
The Feel Slovenia page, managed by SPIRIT Slovenia, joined Facebook in 2009 and this year exceeded 63,000 users or friends. It is structured according to the data on tourist arrivals and overnight stays in Slovenia putting therefore Slovenian tourists in the forefront (40% of users), and Italian and Anglo-Saxon market on the second followed by Serbian, German and Austrian markets. The Feel SLOVEnia page is proud to have responsive friends and a high engagement rate.
Sejalec and Snovalec award winners introduce themselves on the Feel SLOVEnia’s Facebook page through a photo story and thus follow digital storytelling trends. Each provider communicates their sponsored story, targeting both Slovene and English speaking users (which make up the majority of the Feel SLOVEnia’s Facebook page users) and one additional key foreign market selected by a certain provider. The users are encouraged to post comments in which they identify unexpected things about the photo. Their comments make them eligible to compete for a surprise – a prize offered by the certain provider.
SPIRIT Slovenia entrusted the Nea Culpa tourism marketing agency with a creative solution and launch of the campaign. For each provider, Nea Culpa made a creative scenario which aimed to capture the experience on the photo and arouse the curiosity of Facebook users. By mood and composition, the photos reflect the joy of living. A surprising element and/or situation that stands out at the very first sight is common to all picture motifs. With this, the campaign emphasizes the innovativeness of tourist products and at the same time encourages Facebook users to collaborate in a humorous way. In fact, the fun and open communication, together with a prize offer, are crucial for achieving viral status, and thus a greater potential for likes, comments and sharing photos.
As a result, a consistent and innovative presence on the largest social network in the world is ensured, where 42% of the stories shared by users are related to trips (source: Facebook). High-quality content and stories on Facebook’s tourist pages thus contribute to more effective communication, while monitoring and evaluating the users’ response gives broader insight into the needs of the target groups addressed by Slovenian tourism.
Together with the national brand I feel Slovenia, 21 providers want users to let know that they can easily fall in love with these providers’ experience, in which they feel the surprise (Find a Surprise!) and become crazy about Slovenia, reinforcing the campaign`s motto: Crazy about SLOVEnia.