This year's content campaign, in partnership with eleven renowned online media outlets, will showcase Slovenia as an attractive, inspiring and sustainable destination across seven international markets. The focus this year lies on highlighting stories centred around arts and culture.
A Content Campaign to Elevate Slovenia's Visibility as a Unique, Inspiring and Sustainable Destination
In line with its strategic plan, the Slovenian Tourist Board (STB) will continue to prioritize content marketing in 2024. By using advanced technologies and digital tools, this approach is crucial for promoting Slovenia and enhancing its visibility, reputation and appeal as a tourist destination among selected target groups.
Recently launched, the campaign in reputable global online media outlets with extensive reach in key markets aims to serve as an umbrella promotion of Slovenia as an inspiring, boutique and sustainable destination that offers unique, personalized experiences.
Through visually captivating content articles and dynamic digital guides, Slovenia will be prominently featured in various media outlets. In Austria in Der Standard and Kurier; in Germany in Focus and Welt; in Italy in the online edition of Corriere della Sera; in France in Le Figaro and Le Monde; in the United Kingdom in The Guardian and BBC; and in the Nordic markets in Berlingske in Denmark and Iltalehti in Finland.
The primary objectives of this advertising campaign are to enhance awareness of Slovenia as a boutique, sustainable and inclusive tourist destination among high-end guests, while also inspiring and motivating (the so-called consideration) target segments to increase the likelihood of choosing Slovenia as their preferred travel destination.
As a supportive goal aligned with the overarching communication theme of Arts and Culture for 2024, the aim is to elevate Slovenia’s visibility as a modern, creative and attractive cultural tourism destination. This includes highlighting rich cultural heritage and showcasing renowned artists and inspiring events year-round. To achieve this, the STB is working with the editors to create new online stories that emphasize this important theme.
The content campaign complements and strengthens other promotional activities in the targeted countries, sparking guests' interest in the key products of Slovenian tourism: historical cities and culture – this year with a special emphasis on arts and culture – active outdoor holidays, health and well-being and gastronomy. Within the articles, links to landing pages and stories on the slovenia.info are incorporated. This approach allows readers to discover even more quality information, tips, and experiences to enrich their future holidays in Slovenia.
A distinctive feature of this year's campaign is its dual focus: in addition to special articles showcasing Slovenia as a unique destination for arts and culture, the campaign partly serves as a reactivation. In the second half of 2023, the STB closely worked with the production teams of these very same media outlets to create 55 high-quality articles and landing pages about Slovenia, all adhering to the latest content marketing trends. Throughout the campaign's duration, an impressive 63 million views and 186,000 reads were achieved. This year, content is presented in a refreshed format, supported by a carefully crafted media plan targeting select audiences and distributed through established media channels.
By partnering with prominent European online media for a campaign that will run until December, the STB strategically engages with a market segment of discerning visitors seeking diverse and active experiences, serenity and personal fulfillment. The campaign invites environmentally conscious and responsible guests who appreciate authenticity and local character, while also encouraging visits during the less busy months of the year and promoting the dispersion of tourist flows across all four macro-regions and various destinations.
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