The Slovenian Tourism Board (STO) launched on Monday a digital campaign promoting Slovenia in a dozen of European countries as well as in the US and Canada.
Running until mid November, it aims to get 150 million online hits and reach at least 50 million Facebook users and a million users on Instagram. The global campaign is to address key markets and boost Slovenia’s recognisability as a green, active and healthy destination through innovative advertisements. Its budget for media buying stands at nearly two million euros without VAT. According to the head of digital marketing and communications at STO Alenka Pahor Žvanut, it is designed to present Slovenia as a country of various adventures, highlighted by two slogans “Slovenia. This summer will be something to talk about.” and “Slovenia. Make new memories.”
Ads feature Slovenia’s top tourism destinations, such as Ljubljana, the Postojna Cave, Piran, Bled and Lipica. “Such ads work as trailers – video and photo previews of upcoming adventures,” Pahor Žvanut explained. The campaign will take place on various platforms, from news portals, like German Spiegel.de and Italian Corriere.it, to specialised sites, such as Tripadvisor and social networks, including Facebook and Twitter.
The STO is moreover planning an overhaul of Slovenia’s official tourist site www.slovenia.info. According to the board, it will boast a simpler user experience and will be mobile-friendly. The campaign runs in Italy, Germany, Austria, the Czech Republic, Scandinavia, France, Switzerland, the UK, Hungary, Benelux, Croatia, Serbia, Russia, the US and Canada.