Choice
Nature, Culture, or Experiences?
When planning a trip, people often face difficulties in choosing a destination and then in finding authentic and interesting experiences. Therefore, we created a dynamic online experience that guides users on a touristic exploration of Kamnik, intertwining data science with the art of travel. Supported by Pestana's research on the impact of emotions and satisfaction on destination choice, this approach allows visitors to co-create and experience genuine interaction with the destination.
| Client |
ZTŠ Kamnik
|
| Service |
Digital advertising
Social media
Web pages and apps
|
| Team |
Lara Burkat Vončina
Anja Grabar
Darja Štukelj Rus
Žan Mlinarič
Tomo Turk
|
| Year | 2024 |
Interactive Destination Exploration
The campaign delves into the complexity of users' interests, emphasizing the dilemma of choosing between nature, culture, and unique experiences. Users are not just planning a trip but also creating their own unique story, while the destination, through analyzing all responses, deciphers the nuanced preferences of Kamnik's visitors.
"What Do You Need Right Now?"
The media plan was designed based on an in-depth understanding of interests, rather than just basic demographic data. This allowed us to effectively resonate with diverse target groups across five markets.
Results
The digital campaign was extremely successful, reaching more than 400,000 users across the five targeted markets (Slovenia, Austria, Germany, Italy, Czech Republic). This extensive reach contributed to increasing the awareness of Kamnik as an attractive tourist destination and provided insight into users' preferences and interests through the conducted survey. The campaign results confirm the effectiveness of our comprehensive approach to digital marketing.
