DESCRIPTION

INCREASING THE REACH

In 2011, Slovenian Tourist Board decided to take its marketing strategy to the next level, broadening the range of channels through which the Slovenian tourism product could be accessed 

OBJECTIVES

FORMULATING A HOLISTIC DIGITAL MARKETING STRATEGY

The purpose, throughout this project was to develop a holistic digital marketing strategy surrounding the decision-making process of planning a trip to Slovenia, providing useful visitor info while being in Slovenia and utilizing attractive social media tools for sharing their memorable experience upon their return home. 

Considering the growing popularity, variety and use of social media channels and given the challenging funding environment most of DMOs are facing, it was necessary to prioritize different areas of digital marketing, including social media channels, and have a well-planned, well-executed and results-oriented investment plan.

Considering the latest developments in the social media arena, the objectives were to:

Raise awareness of Slovenia as a tourism destination online and support the brand
Increase the visitors to its social media channels, and readers of its other digital communications 
Create coordinated and practical social media marketing and management model to guide the entire organization through the latest digital developments.




DELIVERABLES

OUTPUTS

Selected appropriate social media channels where STB should invest based on the set goals and objectives
Developed appropriate content management strategy accompanied with guidelines for every channel
Built partnerships with travel-related digital media and tourism stakeholders following an established partnership model, and;
Monitored guidelines and tools to systematically monitor and evaluate the digital environment relatively to Slovenia as a destination, validating insights and fine-tuning the strategy.
Presentation / workshop delivery to local stakeholders

RESULTS

THE AFTERMATH

Effective online/offline marketing activity integration,
Re-organization of digital marketing department,
Prioritization of marketing resources and tools spent,
Effective use of social media channels,
Awarded `Best Stand for Interacting with Travel Agents` for the communication of the I FEEL SLOVENIA brand name and promotion of the Slovenian tourist offer at World Travel Market, London 2011.

I FEEL SLOVENIA

#WINTERSLOVENIA CAMPAIGN

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