Pomlad
Discovering the Charms of Historical Cities
Foreign destinations seem so attractive, or as the Slovenian proverb goes: "The grass is always greener on the other side of the fence." So how do we present local towns to Slovenians as a dream destination for a trip with unlimited exploration opportunities? With an innovative digital campaign, part of a year-long communication strategy, we invited users to discover the charms of Slovenia's historical cities in different seasons. Based on a study by the World Tourism Organization that explores the behavior of domestic tourists in various European countries and highlights strategies to attract them to explore their own country, we focused on more targeted communication with local guests, inviting them through tailored activations to discover the enchanting places and activities characteristic of each season.
| Client |
catalogues.projects_pickers.services.clients.ZZMS
|
| Service |
Digital advertising
Creative and design
Media buying
Web pages and apps
|
| Team |
Lara Burkat Vončina
Darja Štukelj Rus
Žan Mlinarič
Tomo Turk
|
| Year | 2024 |
Interactive Challenge
With the central activation of the campaign, we challenged users to put in effort for a reward – activating their brains. Through significant words, we incorporated characteristics of historic towns into the game, subtly ensuring educational content as well. The giveaway functioned as a teaser to click on the website, with the main part being hints for visiting towns and attractions that are particularly relevant in a specific season.
Targeting Locals
To ensure broad reach and engagement of the local audience, the project also includes targeted digital advertising on Instagram, Facebook, and Google Display networks, tailored to Slovenian users. The advertising campaign with visuals and attractive descriptions invites participation in the giveaway and exploration of unique spring experiences available in each historic town.
Results
The digital campaign for Historic Towns of Slovenia achieved remarkable success. The giveaway attracted more than 600 users in the first month alone, demonstrating a high level of engagement and interest in the destination. This response confirms the campaign's effectiveness in attracting new visitors and enhancing the visibility of historic towns.
