The emerald river sweeps over Italy

On 8 June a two-week advertising campaign prepared by the Slovenian Tourist Board in conjunction with camera-maker Nikon and Smaragdna Pot, the regional destination organisation for North Primorska, got under way in Italy.

In a total of 1,035 locations in Milan, Rome, Verona, Vicenza, Ferrara, Florence, Novara, Pavia, Alessandria, Parma, Piacenza and Varese, Slovenia is presented via photographs of the river Soča, taken between October 2008 and April 2009 by seven professional Nikon photographers. The pure and unspoilt nature embodied by the first Slovenian destination of excellence and last year's winner of the European Destinations of ExcelleNce (EDEN) title – the Soča Valley – represents the qualitative advantage that it is important to highlight in the promotion of Slovenia.

Gorazd Skrt, head of the STB office in Italy says the following about the advertising campaign: "The aim of the campaign, which uses photographs to present the uniqueness of our countryside and the world of the Soča, is to consolidate recognition of Slovenia as a tourist destination with its own, recognisable identity on the Italian market and to remind Italian tourists, particularly in northern Italy, that they are only a couple of hours' drive away from unforgettable experiences."

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