The Launch of the Promotional Campaign: Slovenia. It's All in Our Nature.
The Slovenian Tourist Board and the Olympic Committee of Slovenia, Association of Sports Federations, have unveiled an inspiring promotional campaign Slovenia. It's All in Our Nature. The campaign aims to spotlight Slovenia as a sports superpower and a top tourist destination. With the central message, "It's all in our nature," the campaign intertwines images of Slovenia's breathtaking landscapes with its top athletes, including Janja Garnbret, Tadej Pogačar, Kristjan Čeh, Andreja Leški, Toni Vodišek, and the women's handball team.
The promotional campaign, officially launched today at the Rog Centre in Ljubljana, presents Slovenia as a top destination for active experiences. The main message, "It's all in our nature," cleverly plays on the dual meaning of "nature", referring both to the landscape and the character of the nation.
STB's Director, MSc. Maja Pak, remarked on this occasion: "The campaign, which brings together our sporting heroes and beautiful images of our nature, is not only a promotion of our country as a tourist destination, but also as a place where sport, healthy lifestyles and sustainable values are deeply rooted. We are confident that this campaign will inspire many visitors from all over the world and invite them to discover and experience Slovenia in a whole new way."
Franjo Bobinac, President of the Olympic Committee of Slovenia, Association of Sports Federations, expressed his admiration for the campaign: "This campaign is exceptional not only because it features 10 stunning locations and 20 outstanding athletes but also because it beautifully intertwines the essence of our athletes with the breathtaking nature of Slovenia. The creatives have crafted a compelling story that captures the spirit of Slovenian sports and the beauty of our country. To paraphrase the famous line from Casablanca: 'This is not only the beginning but also the continuation of a beautiful friendship between Slovenian tourism and Slovenian sport.' Paris, here we come!"
Featuring top-quality visuals and videos of 10 iconic Slovenian locations, such as Otočec and Dolenjska, Bled and the Alps, the Soča Valley, Ptuj, Piran and the Coast, Postojna Cave, and Ljubljana, the promotional campaign also highlights over 20 top athletes, including Tadej Pogačar, Janja Garnbret, Kristjan Čeh, Andreja Leški, Toni Vodišek, and the women's handball team. It serves as a gateway to discovering the full range of Slovenia's attractions through the various communication channels of the Slovenian Tourist Board. The impressive visuals are accompanied by a soundtrack from Slovenian musician DJ Umek.
The message of Slovenia's national promotional campaign encapsulates the harmonious blend of our nation's extraordinary natural beauty and the exceptional talent of our athletes:
Inspired by its beauty, defined by its character, we feel one with its power. Slovenia: it’s all in our nature.
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The Promotional Campaign Unites Sport and Tourism for the First Time
This promotional campaign emphasizes shared values, including outdoor adventures and healthy lifestyles for all ages. It also highlights Slovenia as a sustainable destination for sports experiences, events and training. A key aspect is the positioning of the national I feel Slovenia brand, which embodies a passion for everything cherished in Slovenia and invites people to experience the country's beauty and values. The brand's foundation in Slovenian green reflects the nation's pristine nature and strong commitment to sustainability.
The story of Slovenia's national and sporting character (nature) is shaped by its extraordinary natural features. It showcases a winning mentality inspired by Slovenia's beauty, which has helped its athletes earn numerous Olympic medals.
As an invitation to explore Slovenia's diverse tourism offer, the campaign connects athletes' stories with tourist destinations and experiences related to their sports. It serves as a gateway to discovering the full range of Slovenia's attractions through the various communication channels of the Slovenian Tourist Board.
The Campaign in 21 Foreign Markets, Eurosport, and Home Market
The Slovenian Tourist Board is launching an extensive promotional campaign across 21 international markets. This global digital initiative, set to run in June and July, will target Germany, Switzerland, Italy, Austria, Hungary, the Czech Republic, Slovakia, Poland, the UK, Ireland, France, Spain, Belgium, the Netherlands, Luxembourg, Denmark, Finland, Sweden, Croatia, Serbia, as well as the US and Canada. The campaign will include Instagram, Facebook, X (formerly Twitter), Pinterest, and TikTok to effectively engage users based on their interests, location, demographics, and income.
In addition, the STB will amplify its efforts with 30-second TV advertisements on the global Eurosport network. These activities will be further supported through communications on their own channels, including the Slovenia.info portal, newsletters, foreign press releases and social networks.
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