STB launches a dynamic global digital campaign and prominent online media advertising
The STB is enhancing its digital and content-based marketing efforts in international markets. A new global digital campaign, "I FEEL SLOVENIA. MY WAY.", has been launched across 21 foreign markets. Additionally, the STB is showcasing key Slovenian tourism offer through targeted advertisements on chosen online platforms.
Both campaigns, designed with captivating visuals, emphasize sustainable and green tourism, as well as unique boutique experiences tailored to individual preferences. They spotlight Slovenia's five major tourism categories: activities in nature, health and well-being, culture and historical sites, gastronomy and the meetings industry.
Global Digital Campaign
The "I FEEL SLOVENIA. MY WAY." campaign is one of the central components of STB's international strategy. It effectively reaches audiences via focused advertisements on prominent social networks including YouTube, Instagram, Facebook, X (formerly Twitter), LinkedIn, Pinterest, TikTok, Snapchat and Spotify.
Examples of adds on Pinterest Image.
This campaign focuses on platforms that enable precise audience targeting based on interests, location, demographics, income, and more.
Instagram Story add examples
Innovations are being introduced within the global digital campaign. Notably, a special campaign on the popular music platform Spotify incorporates audio recordings of Slovenian nature and distinctive sounds from Slovenian tourism, venturing into the realm of audio advertising. Collaborative advertising packages are being developed in partnership with X and major organizers of events like the FIBA Basketball World Cup and the Tour de France A.S.O. Moreover, next year will witness a focus on the STB's new communication theme, "Art and Culture", with dedicated packages in partnership with X and Condé Nast Traveler.
The global digital campaign spans 21 markets, encompassing Germany, Switzerland, Italy, Austria, Hungary, Czech Republic, Slovakia, Poland, Great Britain, Ireland, France, Spain, Belgium, Netherlands, Luxembourg, Denmark, Finland, Sweden, Croatia, Serbia, and the USA and Canada.
The campaign, known for its long-lasting communication impact, retains its creative concept "I FEEL SLOVENIA. MY WAY." This captivating approach will persist until the onset of the main tourist season in 2024, followed by a short break before further promotions.
Promotion of key Slovenian tourism products on selected online platforms
Starting in mid-August, STB's advertising extends to premier online media with extensive global reach in chosen markets. Through engaging content articles and dynamic digital hubs, Slovenia is portrayed as an extraordinary and inspirational travel destination. This umbrella campaign boosts Slovenia's visibility as a top tourist destination.
Germany's online media Focus and Welt, Austria's Der Standard and Kurier, Italy's Corriere della Sera and La Repubblica, France's Le Monde and Le Figaro, the UK's Guardian and BBC, and Denmark's Berlingska and Finland's Iltalehta are among the media outlets participating in this campaign. The campaign targets readers who align with the values and characteristics of the target audience, especially discerning travelers willing to invest in quality experiences. Links to landing pages and stories on the slovenia.info website accompany these stories, facilitating access to further information and travel insights. The campaign will continue until the end of November.
You can view an example of this advertising approach in Der Standard here.
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The General Terms and Conditions determine the conditions and manner of using the Slovenian Tourist Board’s Media Library services. In the Media Library, users have at their disposal high-resolution photos and audio-visual recordings of the products and services offered by Slovenian tourism, which are to be used solely for non-commercial purposes as defined below.
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Registration is required to use the Media Library’s services. Registration is available to any legal entity in the Republic of Slovenia and abroad, regardless of their legal form, whose activities involve marketing, promoting and presenting Slovenia as a tourist destination.
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The right to use the materials is not limited in terms of time or place (the use is permitted in Slovenia and other countries) unless a restriction relating to location and duration of use is specifically provided for an individual item of material.
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A registered user of the Media Library shall obtain the following non-exclusive economic rights to use the downloaded photos and audio-visual recordings:
the right of reproduction and distribution,
the right of making available to the public,
the right of public presentation,
the right of including photos in other copyright work.
The above rights refer to all forms of non-commercial and free-of-charge online posts, print media, audio-visual media services and other communication channels, regardless of the type of media (print, digital), which includes:
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Use on social media as part of organic posts (reporting on an event, press releases (solely unpaid posts);
Printed promotional materials, prospectuses, leaflets, brochures (solely for the purposes of free distribution);
Promotional events in the Republic of Slovenia and abroad (e.g., tourism fairs, exchanges, workshops, presentations, etc.) that are exclusively or predominantly intended to promote Slovenia as a tourist destination.
The above forms of use include solely a free-of-charge form of using materials for the purposes of promoting tourism activities and services in the Republic of Slovenia or presenting Slovenia as a tourist destination.
Prohibited forms of using materials/commercial use of materials
Using materials for commercial purposes, such as reproduction on postcards, T-shirts, books, magnets, embedding audio-visual inserts in one’s own promotional materials, all forms of external advertising (stationary billboards, digital advertising, etc.), use in advertisements unrelated to the promotion of Slovenia as a tourist destination, use on websites that are not intended to present Slovenian tourism products and services and similar activities, is not included in these General Terms and Conditions and is prohibited.
It is strictly prohibited to use materials on media and distribution channels that are marketed or sold to users (books, school textbooks, other commercial publishing, calendars, postcards, fast-moving consumer goods (clothes and other products), advertising of non-tourism products and services, reproduction of materials on vehicles, etc.).
Using audio-visual materials is allowed only in the unchanged form available in the Media Library. Transformations, adaptations, clips, embeddings, and instances of using individual shots in one’s own audio-visual works, even if intended for promotional purposes, is prohibited.
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The Slovenian Tourist Board shall not be liable for any use of photos and video recordings that is contrary to these rules. The user of the material shall be entirely responsible for the content and manner of use.
General provisions
These Media Library General Terms and Conditions shall apply for all instances of using the material unless the Slovenian Tourist Board and user agree on special terms of using the material in advance and in writing for a specific instance of using the material.
These General Terms and Conditions shall be subject to occasional amendments. Upon the user’s publication of the material, the version of the General Terms and Conditions that is current at that particular time shall apply for the use of materials. If the user disagrees with the amendments made to these General Terms and Conditions, they shall immediately cease using the material and remove it from all media and other communication channels.
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