February is one of the most significant months for Bled Castle, as everything revolves around romance and love. For this special occasion, we created the visual installation "Heart of Bled Castle," drawing on Henry Jenkins' research on co-creating art (Confronting the Challenges of Participatory Culture: Media Education for the 21st Century, 2009) and the gamification "Love Word Search" based on the Lloyds Banking Group case study (Crossword Clues, 2021).

In today's world, the inclusion of people with mobility impairments in the tourism industry remains (too) big a challenge. We discovered this while researching the topic when Dom Dva topola from Izola approached us, aiming to shift the general perception from a rehabilitation-holiday home to a tourist resort for everyone. The idea to present accessibility as an exclusive advantage emerged from understanding the relationships, needs, and trends in accessible tourism, as defined in de la Fuente Robles' study. Thus, Floramare Health Resort was born, addressing the key challenge with an ambitious project of comprehensive graphic and communication renovation, which not only emphasizes accessibility but celebrates inclusivity. Our commitment to creating a space where everyone can enjoy without limitations stems from thorough research and understanding of the needs of all guests.

The proverb says that laughter is the best medicine and a smile is the best makeup. We recognize that many people around the world hide their smiles due to discomfort or anxiety related to the appearance of their teeth. According to the National Smile Month Survey (Atomic Research, 2019), as many as 51% do so. Therefore, with Philips Sonicare, we tackled the issue head-on with an innovative campaign designed as a long-term project focusing on oral hygiene and its connection to mental health. Two types of activations – online and offline – within the campaign demonstrate that we can innovatively and effectively address real consumer issues like confidence in their smiles, while simultaneously enhancing brand engagement.

Where are the young people? This everyday question, which hides worrying statistics about adolescents spending time behind screens, communicating with smartphones in hand, and growing up without real motivation, also echoes in our minds. Therefore, in collaboration with Supernova Ljubljana Rudnik, we developed a project aimed at creating a more attractive and accessible environment for young people who are increasingly inclined towards digital forms of socializing and shopping. The main guiding principles were the results of research on the impact of the COVID-19 pandemic on the shopping habits of young people and studies on trends in the digital behavior of young people, emphasizing the need for innovative solutions to establish real connections in a digitally colored world. The project acts as a bridge between the digital and physical worlds and as a platform that encourages interactivity and active participation among young people.

The digital presence of brands is a necessity today, and cultural institutions are aware of this, having to combine their historical roles with modern approaches. One of the most recognizable Slovenian cultural monuments faced the challenge of maintaining its reputation on social media without appearing artificial or rigid. We designed a communication strategy aimed at attracting a younger audience while maintaining respect for cultural heritage through authentic and dynamic content reflecting the current happenings at the castle. We relied on a study that examines the potential of marketing communication as a sustainable tool in the context of castle museums.

Dietary supplements have become an integral part of our lifestyle, so it's not surprising that communication strategies promoting health benefits and supplement integration are also evolving, as discussed in a reference study by Ipsos. Social media has become the primary channel for seeking information, which is why we chose Instagram, Facebook, and TikTok as the main communication channels for the dietary supplement brand. Since digital content is mostly consumed quickly and needs to be presented in a user-friendly way, we balanced serious medical content with entertaining elements.

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.

In today's digital environment, where trends and user expectations rapidly evolve, a good user experience is crucial for maintaining a competitive edge and visitor satisfaction. To answer the question of whether user experience is part of usability satisfaction or usability is part of the user experience, we referred to an interesting study from 2017, published at the International Conference on Intelligent Informatics and Biomedical Sciences (ICIIBMS). Before the redesign, the website of ZKŠT Žalec (Institute for Culture, Sports, and Tourism Žalec) was outdated, confusing, and overloaded with information, which caused problems with the user experience. Users faced challenges in finding relevant events and information. Our goal was to create a structured and functional portal where events are clearly highlighted while enabling a separate presentation of the institute's various areas of activity – culture, sports, and tourism.

In recent years, Žalec has been rapidly developing in the direction of tourism, but the destination's website has not kept pace, becoming a repository of content. In her research, Martínez-Salova argues that it is the characteristics of a website in the tourism sector that help create user preferences for a travel destination. Therefore, together with Tourism Žalec, we assessed that the site needed a thorough overhaul in terms of visual updates, clarity, and user experience. The existing site lacked clear information, making it difficult to find important content. Our task was to create a modern website where the offerings are clearly separated from accommodations and culinary experiences, allowing visitors to quickly access information.

Social media plays a crucial role in conveying messages about brand sustainability, engaging consumers, and raising awareness about responsible business practices, as discussed by Aripin et al. in their research on developing a sustainable brand strategy. At a time when environmental awareness is becoming an increasingly important part of everyday life for modern consumers, EKOZARČEK addresses current social issues with simple yet powerful messages through its presence on social media. The project is designed to raise awareness about the importance of sustainable choices and the impact of individual habits on the environment through visually appealing and educational posts.

Overload of options that often appear equivalent at first glance represents one of the key challenges in choosing over-the-counter pharmaceutical products. In collaboration with Polymetrio, the distributor of the Aboca brand, we developed a communication strategy aimed at bringing these products closer to the general public. The starting point in our design was Masood's definition of modern marketing approaches in the pharmaceutical industry. Our approach was designed to present the benefits of these natural products to users in an attractive and understandable way, enabling them to make easier and more informed choices.

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.

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.

In a world where the market for dietary supplements is saturated with products promising quick fixes for better well-being, Basica stands out as a universal and complex dietary supplement, whose multifaceted utility presents a communication challenge. Due to its wide range of benefits and indications, users are often unsure how to incorporate the product into their daily routine. The project is designed for long-term education and brand recognition, highlighting clear and understandable practical value.

Summer is ending, vacations are over, and people are returning to the city, filled with new experiences and memories, ready for a fresh start. Their destination remains the same: back to City Center One. As part of the “Back to School” campaign, supported by insights from the 2024 Deloitte Back-to-School Survey, we designed two key activations for the Croatian shopping center chain City Center One to ease visitors' return to school and daily routines, including shopping center visits. The study highlights the importance of early shopping and value consideration, which we leveraged in the campaign to attract and retain shoppers at the Croatian shopping center chain.

In designing a traditional charity campaign for Pampers and dm, we focused on insights into consumer behavior drawn from a study on responses to cause-related marketing. The research indicated that consumers appreciate authentic brands that allow them to contribute to social causes through everyday purchases. A key issue they face is the desire to help without feeling an added financial burden. Therefore, we crafted a campaign that simply and directly links every purchase of Pampers products to supporting mothers in need.

In an era where social media shapes how young people connect, express themselves, and entertain, TikTok stands out as one of the most influential platforms. Despite its popularity, many young users struggle with a lack of knowledge about creating quality content, which can lead to inappropriate practices and negative impacts on their mental health. The need to enhance digital literacy among youth, highlighted in Langlais’ research, served as the foundation for a new socially beneficial project by the Supernova Ljubljana Rudnik shopping center. Through a series of free workshops, we aimed to empower young people to become creative and responsible content creators, harnessing TikTok's potential to make a positive impact within their community.

In recent years, it has become evident that inclusive and accessible culture is not only a social responsibility but also an opportunity to enrich cultural life for everyone. In Maribor, accessibility to cultural and artistic content poses a key challenge, especially for visitors with various disabilities. These individuals often face physical barriers and a lack of clear information, making it difficult for them to fully enjoy the city’s rich cultural offerings. With the project "Maribor for All," we aim to provide equal access to the city's diverse cultural experiences and contribute to removing physical obstacles and improving visitor information. Inspired by successful European initiatives such as the ELEVATOR Project, which prioritizes accessibility in cultural policies across Europe, we hope to make Maribor’s cultural life more inclusive and welcoming for all.

The modern (tourist) consumer has "modern" needs, seeking unique and flexible experiences and wanting to actively shape their holiday rather than merely participate passively in activities. For the destination Kamnik, which offers a unique blend of local culture and nature, we developed a comprehensive digital campaign encouraging visitors to actively engage in shaping their travel experiences. Drawing on research about the impact of emotions and satisfaction on destination choice, we designed two seasonal activations promoting the personalization of tourist experiences.

Email marketing can be an effective tool or merely another form of communication leading users to "email fatigue." The key issue recipients of newsletters face is oversaturation. A study on modern email marketing practices and strategies for boosting conversions also addresses this, stating that personalization and content adaptation based on voluntarily provided data are the critical elements that can enhance campaign success. In the tourism industry, where personalization and interest-based adaptation play an important role, these findings have helped us better target and engage recipients of the Rogaška Slatina tourism destination newsletter, thereby increasing conversions.