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.

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.

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.