CrystalClear
The Tallest Building in Slovenia
The clash of opinions and interests between the local community and its leadership is always a challenge, and it was no different in the project of building Stolp Kristal in Rogaška Slatina. Despite initial concerns, the tower represents an important additional tourist attraction, which will serve as a new magnet for visitors to the destination. This is supported by Destefanis' case study, which explores the development of cultural tourism and its impact on local communities in southern Italy, concluding that the creation and development of cultural landmarks to attract tourists positively affect the living conditions of the local community, not only due to increased availability of funds but also due to a change in the mindset of the residents.
| Client |
JZTK Rogaška Slatina
|
| Service |
Digital advertising
Branding
Creative and design
Media buying
Social media
Communication strategy
Web pages and apps
|
| Team |
Lara Burkat Vončina
Diana Gajić
Anja Grabar
Tina Mentol
Darja Štukelj Rus
|
| Year | 2024 |
Before the Opening
As part of the first phase of the project, we designed the comprehensive graphic identity (CGI) of the tower, which visually embodies the concept of merging the distinctive tradition of Rogaška Slatina with modern trends in the development of tourist destinations, which was also the starting idea in the architectural design of the tower. Modernity and minimalism are also clearly expressed on the Stolp Kristal website, which aims to provide useful information, simple navigation, and connect partners at the destination. We took care of the promotion by developing conceptual designs for photo and video content that tell the story of Stolp Kristal and highlight its unique features.
Opening Campaign
Stolp Kristal is intended to attract day visitors, families, couples, and seniors, with the goal of enriching the tourist offer and increasing the appeal of the location. The communication strategy includes various channels, such as billboards, TV commercials, and YouTube platform. This multi-channel approach ensures broad coverage and reaches different target groups, increasing visibility and interest in the new attraction.
Results
In the two months following the launch of the website www.stolp-kristal.si, we recorded 29,676 views and 13,820 unique users. Additionally, we achieved remarkable success with visitor numbers, as 20,000 people have already climbed the tower, demonstrating the high tourist appeal and the effectiveness of our communication campaign.
