The I FEEL SLOVENIA. MY WAY. global digital campaign includes a great number of new features

Published: 28.11.2022

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The I FEEL SLOVENIA. MY WAY. global digital campaign includes a great number of new features

The I FEEL SLOVENIA. MY WAY. global digital campaign, which will run in 20 markets until the end of May 2023, highlights five key tourism products: outdoor activities, health and well-being, historic cities and culture, gastronomy and MICE. The campaign has achieved excellent results and has been recognised as an example of good practice by the professional public and awarded as the most successful digital campaign with a global reach.

The I FEEL SLOVENIA. MY WAY. global digital campaign includes a great number of new features

The I FEEL SLOVENIA. MY WAY. global digital campaign, which was launched by the Slovenian Tourist Board in July and will run in 20 markets until the end of May 2023, provides marketing and promotional support to the Slovenian tourism economy, enhances Slovenia's visibility and reputation as a boutique, safe and green destination for unique experiences, and contributes to the strategic objectives of deseasonalisation and dispersion of tourism flows. The campaign has achieved excellent results and has been recognised as an example of good practice by the professional public and awarded as the most successful digital campaign with a global reach. Through the campaign, the STB highlights five key tourism products: outdoor activities, health and well-being, historic cities and culture, gastronomy and MICE.

With the global digital campaign, the STB is following the latest trends in the digitalisation of advertising and communication by introducing new advertising formats and innovative partnerships with major media and platforms. The campaign includes advertising on TikTok and Spotify, advertising on the latest Google networks and tools such as Google Performance Max and Discovery, as well as Masthead on YouTube. This year, the campaign also includes a new Twitter Amplify content promotion partnership with Twitter and the Tour de France organiser A.S.O., as well as the Condé Nast Traveller.

Upon this occasion, MSc. Maja Pak, the director of the Slovenian Tourist Board, commented: "The I FEEL SLOVENIA. MY WAY. global digital campaign, which the STB is running with the aim of successfully targeting audiences to visit Slovenia, has recorded excellent results: from June to the end of October, it recorded more than 356.79 million impressions, more than 2.65 million ad clicks and more than 26 million views of promotional videos. We are proud of the awards the campaign has received this year, including the first place for the most successful digital campaign with global reach among 192 entries for the prestigious SoMo Advertising Awards. The campaign's highlighting as a best practice example by Twitter has prompted particular international attention. The campaign is distinguished by its excellent creative, which reflects the values of the I feel Slovenia brand and the vision of a sustainable Slovenia, as well as the successful partnership with the most successful athletes - ambassadors of Slovenian tourism such as Tadej Pogačar and Primož Roglič. The results and the prestigious global recognition of the campaign are further confirmation of the success and innovation of the STB's digital marketing and communication tools."

Posts about Slovenia on the Condé Nast Traveller profile as part of the Sustainable destinations for 2022 campaign

Within the Twitter Amplify partnership with Condé Nast Traveller, which was implemented in August and September, the campaign highlighted sustainability and responsibility as key strategic orientations for Slovenian tourism.

In 2022, Condé Nast Traveller named Slovenia as one of the most sustainable destinations. As part of a global digital advertising campaign, the STB has built on this high-profile publication and highlighted Slovenia as an outstanding sustainable destination for outdoor activities, gastronomic delights, health and well-being, sightseeing and cultural experiences. Various videos on the four Slovenian tourism products were produced and aired on Twitter during the Condé Nast Traveller Sustainable destinations for 2022 campaign. The response to the campaign has been excellent: more than 12 million video views in the markets of Germany, Switzerland, Austria, Italy, Hungary, the Czech Republic, Poland, Slovakia, Belgium, the Netherlands, Luxembourg, France, Spain, Croatia, Serbia, the UK, the USA and Canada. With the campaign, the STB addressed a key target group of Slovenian tourism in 18 markets, for whom sustainability and responsibility play an important factor when deciding on their next travel or holiday destination.

Highlighting the STB's campaign as an example of a success story on the official Twitter page

As part of special advertising packages in partnership with Twitter and the main organiser of the Tour de France, A.S.O., Slovenia was highlighted as an outstanding destination for outdoor activities and cycling through three different videos that were played on the Tour de France Twitter pre-roll profile. This campaign ran during the Tour de France, from 1 to 24 July, reaching more than 12 million views of the promotional videos in the markets of Germany, Switzerland, Austria, Italy, Hungary, the Czech Republic, Poland, Slovakia, Belgium, the Netherlands, Luxembourg, France, Spain, Croatia, Serbia, the UK, the USA and Canada.

Tour de France profile post with pre-roll promotional video

A few days before the end of the Tour de France, on 20 July, the STB was also present with a full-day premium YouTube Masthead highlight video on the YouTube homepage to promote Slovenia as an outdoor destination in the markets of Germany, Austria, Italy, Hungary, the Czech Republic, Belgium and the Netherlands. This campaign achieved more than 5 million views.

The video to promote outdoor holidays and cycling with the ambassador of Slovenian tourism, Tadej Pogačar

The global digital campaign in partnership with the biggest online platforms and sports ambassadors of Slovenia to continue in 2023

The campaign will continue in 2023 and address visitors to Slovenia with the creative concept I FEEL SLOVENIA. MY WAY., which is graphically supplemented with additional typography. The campaign will highlight sustainable and green tourism and tailor-made boutique experiences through cutting-edge creative ads on social media and Google platforms and will run in 20 markets: Germany, Switzerland, Italy, Austria, Hungary, the Czech Republic, Slovakia, Poland, the UK, France, Spain, Belgium, the Netherlands, Denmark, Finland, Sweden, Croatia, Serbia, the USA and Canada.

The global digital campaign will also give additional attention to the outdoor activities and sports tourism product in 2023, by including special advertising packages in partnership with Google, Twitter and other major online platforms, as well as Slovenia's sports ambassadors. Slovenia will be highlighted on Spotify and promoted together with Slovenian cycling ambassadors. The campaign will continue in the Olympic year 2024, when the STB will highlight Slovenia as a home country of a number of great Olympians.

Award-winning global digital campaign for Slovenian tourism

The global digital campaign has received two major awards: the STB's global digital campaign Twitter Amplify Tour de France took first place in the SoMo Global category of the SoMo Advertising Awards.

SoMo Advertising Awards with a gold award in the SoMo Global category for the STB

Even more attention was given to the campaign when Twitter published the campaign as a success story on their official website. In doing so, the social media giant itself has set Slovenia as a role model for advertisers around the world.

Twitter Amplify Tour de France campaign featured on the official Twitter website as a role model for the global professional public

 

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