The Public Agency of the Republic of Slovenia for the Promotion of Entrepreneurship, Innovation, Development, Investment and Tourism (SPIRIT) decided on a different approach towards promotion of Slovenian tourism. In their press release SPIRIT explained that they "took an innovative, unusual, bolder approach towards promotion and marketing of Slovenia and its tourist offer".
They shot several 30-second video spots in which Tina Maze in several languages, German, Italian and English, invites foreigners to visit our salt pans (where most of the video spots were made), Piran, thermal resorts, Bled, the Karst, and Ljubljana. They promise that soon a longer, three-minute spot will be available, and a short movie on shooting the promotion campaign. The first video spot had more than 47,000 viewings during its first week.
Intact nature inspires outstanding sport achievements
Karmen Novarlič, the Head of the Agency Department of Tourism, explained: "Our goal is to achieve synergy effects on target emitive markets for efficient marketing and promotion of Slovenia, and consequently an increase of competitiveness. The story originates from the cover story of Slovenia – green, active, and healthy, which is consolidating the brand of Slovenia, and Slovenian tourism I feel Slovenia. Slovenia as the land of unique, intact nature has stimulated a number of Slovenian athletes to achieve outstanding results, Tina Maze being one of them.”
The agency is very satisfied with additional three millions assigned to them in June by the government. The additional funds will be spent on promotion of Slovenia until the end of this year, as this is the time people plan their holidays for the coming year.
In Italy on the busses, in Germany and Austria on TV
By the end of November they increased the advertising in the neighbouring Austria and Italy, and in Germany. In Austria and Germany they will focus on advertising on TV (the mentioned video spots will be broadcasted by German ARD - Das Erste, and Austrian ORF 1 and 2), while in Italy the focus will be on outdoor advertising surfaces: "On subway stations, on trams and busses in Milano, and on busses in Padova, Bologna, Vicenza, Reggio Emilia and Mestre, all together on 1,000 advertising surfaces," they explain, and add that they intend to promote Slovenia on web, i.e. YouTube portal.
The advertisements draw attention to "the most beautiful we have to offer"
The intention of the Spirit Agency is to "promote Slovenia as an active, ambitious, competitive, and winning tourist destination, wishing to increase its reputation, therefore our video spots draw attention to the best we have to offer: the unique Sečovlje salt pans, the picturesque city of Piran, the Three bridges in Ljubljana designed by Plečnik, Bled the Alpine Perl, Slovenian thermal resorts, the Karst etc."
Below you can find some of the promotion spots in which Tina Maze in English, German and Italian invites viewers to visit different parts of Slovenia. You can find more here.
T. K. B., translated by G. K.
