STB launches a dynamic global digital campaign and prominent online media advertising

Published: 24.8.2023

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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.

STB launches a dynamic global digital campaign and prominent online media advertising

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 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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Global public relations and Marketing
e-mail address: press(at)

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