Zeleni
It's here, it's here.
In 2024, the Slovenian Tourist Board (STO) is placing a special emphasis on culture, which serves as the basis for the promotional campaign of the tourist destination Bela Krajina. Although Bela Krajina is traditionally known as an excellent destination for outdoor activity enthusiasts, we aimed to showcase its cultural heritage in the campaign, which we connected with the strong traditions of the area. With this approach, we addressed the challenge of insufficient recognition of the region's cultural segment, which holds great potential for attracting new visitors and enriching the tourist experience.
| Client |
RIC Bela krajina
|
| Service |
Digital advertising
Creative and design
Media buying
Social media
|
| Team |
Lara Burkat Vončina
Darja Štukelj Rus
Anja Grabar
Tomo Turk
Tina Mentol
|
| Year | 2024 |
Giveaway with Zeleni Jurij
The central element of the campaign is the giveaway featuring the character Zeleni Jurij, a cultural symbol of Bela Krajina. In the game, designed in the style of 1990s computer games, Zeleni Jurij collects typical Bela Krajina delicacies such as pogača and wine. This retro-style game serves as a means to evoke nostalgia in users while educating them about the cultural symbols of the destination. The campaign slogan "Experience Bela Krajina" further emphasizes the invitation to discover the region through an interactive and fun experience.
Digital Advertising
To further promote the culture of Bela Krajina, we use digital advertising, including static ads on social media and video ads on YouTube. These ads are designed to reflect the key visual elements of the campaign, including calm colors and iconic images characteristic of the region. This approach not only enhances campaign recognition but also encourages the target audience to actively participate in the giveaway and explore the cultural heritage of Bela Krajina.
Results
The promotional campaign for the tourist destination Bela Krajina achieved noticeable results. In just one week, more than 100 users participated in the giveaway, indicating a high level of engagement and interest in the destination. Social media ads and video ads significantly contributed to greater awareness, attracting the attention of a broader audience on YouTube. These activities successfully increased the visibility and attractiveness of the destination among potential visitors.
