The campaign aims to collect recommendations showcasing lesser known destinations and products. As overtourism continues to rise in 2018, the tourist board’s solution to popular destinations becoming overcrowded is to encourage visitors to explore Slovenia’s less visited areas. The campaign also seeks to inspire local tourists to spend their free time in their homeland.
A country has no better ambassadors than its own people
The Slovenian Tourist Board successfully did this 30 years ago with the campaigns: Slovenia, My Country, People are Tourism and Slovenia - The Sunny Side of the Alps. These campaigns not only resulted in a unified emotional response, but also created lasting memories for the Slovenian people. Although methods of promotion have changed, recommendations by friends and family still play a role in influencing people’s holiday choices, with these recommendations supported by targeted marketing and promotional activities online.
“Visitors say Slovenian hospitality is one of the qualities they like the best when visiting. STB believes that all of us living in Slovenia are our country’s best ambassadors. With the campaign #ifeelsLOVEnia - Make new memories in Slovenia and share them with us, we aim to encourage people to reveal the most beloved - and even hidden - corners, as well as the activities they do in such spots in their free time. By revealing lesser-known Slovenian gems, we are encouraging all visitors to experience these destinations and share their adventures with others. This type of a promotion is priceless and all those who share their experiences on social media instantly become ambassadors for Slovenia and Slovenian tourism. With the help of our partners and by using the most modern platforms, this campaign has incredible potential,” said Maja Pak, STB’s Director.
How the campaign will work
The promotional campaign #ifeelsLOVEnia - Make new memories in Slovenia and share them with us, which STO launched today, is a cross platform campaign using the key communication channels: Facebook, Instagram, Twitter, YouTube and the main Slovenian tourist website www.slovenia.info. The STB regards this as an important campaign as it involves tourism providers across the country. All the participating businesses and tourist centres have received promotional green, heart-shaped stickers to encourage visitors to share their experiences using #ifeelsLOVEnia. The Slovenian tourism industry, including the Slovenian Tourist Association, STB partners and the Tourism and Hospitality Chamber of Slovenia, will all be encouraged to take part in this campaign to share their unique impressions of the country.
With this campaign, STB want to use social media to drive high levels of engagement by reaching out to a vast number of users directly with shareable messages and content. An invitation to participate has also been published on the main Slovenian tourist website, where an online counter tracks the number of posts as they are published.
Become the Ambassador of Slovenia and win a prize
All posts by users sharing their photos and videos will be displayed online and STB will select the top three posts each week to win a selection of prizes. When the campaign finishes in September, all users selected in the weekly giveaways will have the chance to win an additional prize – the user who posts the best summer photo that captures the spirit of Slovenia will win a trip.
Discover Slovenia’s hidden gems
The recommendations from Slovenian people of the country’s hidden corners worth visiting, along with the experiences of local and foreign influential members, will help STB create a lasting impression of Slovenia. This campaign will also help prevent destinations becoming overrun by tourists in peak seasons, by promoting a range of destinations across the country. The experiences by Slovenia’s new ambassadors and its tourism will be inspiring and genuine, which will strengthen the trust in the I Feel Slovenia brand.