Until we meet again in…
The Slovenian Tourist Board and the Slovenian Convention Bureau commissioned us to creatively implement a Linkedin campaign. The campaign had the following objectives:
- Raise the reputation of Slovenia as a destination for business meetings and events (awareness).
- To increase the likelihood of choosing Slovenia as a preferred destination for business meetings and events (i.e. consideration), also in the light of the new priorities of tourists related to travel safety during and after the COVID 19 epidemic.
Our agency was tasked with the creative conception of the campaign, implementation design, and content marketing.
We approached the project through an analysis of the functional and emotional elements of the brand. We also analysed how Slovenia differs from competing destinations and how the communication campaign will further strengthen the Slovenian MICE product. We defined the customer archetype and built a new emotional promise. In developing the branding for the congress product, we built on the existing I FEEL SLOVENIA brand. Given the exceptional recall, we felt it was logical and necessary to use such a starting point.
The campaign’s activation message was created on this basis:
SLOVENIA IS IN THE AIR
UNTIL WE MEET AGAIN in…
- SLOVENIAN SPAS
- SLOVENIAN ALPS
The creative solution was accepted by the Slovenian Tourist Board. We prepared the entire visual and content solution for the operational implementation of the Linkedin campaign. For the campaign, we selected photographs that fit the archetype of the target group. The predominant image is that of a satisfied event participant. They express their enthusiasm, joy, and happiness at being in contact with Slovenia.
The campaign narrative allowed for clear and simple communication, spiced up with an activation speech that embodies the values and personality of the Slovenian MICE product. This is also why the campaign achieved the result and all the KPIs set by the client.