DIGITAL SLOVENIA
Let's go Social, Local and Mobile
Slovenian Tourist Board is always one step ahead of global trends with digital communications. It aims for increased integration of offline and online activities. It realises the importance of addressing and actively communicating with travellers through well-known search engines including maximising visibility through Google searches – from providing inspiration before the holiday to sharing visitor experiences during and after it.
As a tourist destination, Slovenia is looking for an increasingly modern and attractive digital presence; therefore, it puts stories and experiences offered by the destination at the forefront, together of course with visitors and their experiences. These experiences are shared across multiple platforms including smart phones, tablets and television. In choosing their destination, more and more travellers trust the Internet and their friends' recommendations (close to 70% according to Google). This is why in 2015, Slovenia plans to renew the slovenia.info travel guide, to upgrade the Slovenia's Top 50 mobile application, to start a multimedia portal featuring photo stories and to create more campaigns on social media. The campaigns aim to bring Slovenia closer to its users, inspiring them to visit the country and inviting them to be interactive.
Setting up the new slovenia.info travel guide and upgrading information systems to promote Slovenia
Setting up the newtourism website and offering comprehensive information on Slovenia’s regional and local destinations will be the largest and most complex challenge over next three years. The main objective is to improve the user experience and to offer maximum support to online exploration of Slovenia. Last year, the central Slovenian information portal was made accessible on mobile devices through a new responsive design. Purchasing habits of travellers have changed. There have been large increases in online reservations and tourist information searches through smart phones. Slovenian Tourism content can now be displayed on all smart devices including mobile phones, tablets and handhelds, and in the future, Slovenian Tourism plans to improve this even further.This also includes SEO of the website, where I FEEL SLOVENIA has already achieved progress and better positioning in web searches. In this way, the Slovenian Travel Guide, which has about 25,000 unique visitors each day, is accessible to the widest range of people possible in various stages of their search for tourist information and shopping processes. 2015 will also see an upgrade of information systems that support the promotion of Slovenia as a tourist destination. A photo album currently featuring more than 1,500 photos, a content management system, tools for e-mail marketing and e-commerce of souvenirs will be revamped.You are welcome to register for the use of the Slovenian photo album on which allows you free access to high-resolution photos for the promotion of Slovenia at home and overseas.
Upgrading the “Slovenia's Top 100” mobile app
As part of its website modernisation, the Slovenian Tourist Board is also upgrading the content of the Slovenia's Top 50 mobile app which will be updated and enhanced to become “Slovenia's Top 100.” It will feature the 100 most popular locations of Slovenia. The selection was made after analysing statistics and visits to the official travel board
The advanced application will help users locate themselves throughout Slovenia in a clear and simple way. The application recommends which places and destinations to visit and which experiences and activities to undertake.
The selection of the 100 must-visit destinations directs the users while they are travelling. For each of the 100 sites, high-resolution photos will be gathered in one place together with short descriptions, a map, contact information and links to the website for tourist experiences in the surrounding area.The important added value of the application is that it considers the user's current location. By using geotagging, the application arranges sites according to the user's current distance from them.
The app will allow “one touch” navigation (Apple Maps or Google Maps). The navigation application and the route review on the map require an Internet connection. The Slovenia's Top 100 mobile app is compatible with iOS devices (iPhone and iPad), Android and Windows 8 devices. You can download it for free in the Google Play web store, Windows Store and App Store.
We are Crazy about Slovenia
Slovenian Tourism is dedicating more and more attention to communities of friends and users on social networks. The first place is clearly taken by Facebook, the largest social network of the world. Feel SLOVEnia, the official Facebook page for the Slovenian Tourism, has received more than 63,000 likes. This year on social networks, the Slovenian Tourist Board is focused on increasing communication and a better interaction with users as well as on their engagement in posted stories.
This vision has created the need to outline online promotion of innovative tourist providers in Slovenia. The striking Crazy About Slovenia campaign promotes stories from business and people in Slovenia who are welcoming tourists. The campaign has been commended for its innovation by the Slovenian Tourist Board, delivered in a creative and fun way. This is also the reason why promotion is more daring and reaches beyond conventional limits. Users are invited to comment and contribute unusual photos bursting with life and happiness. Check and join other Facebook users who are Crazy about Slovenia!
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A new multimedia portal featuring photo stories
In 2015, Slovenia is launching a new multimedia portal featuring photo stories.They will portray the beauty and hospitality throughout Slovenian Tourism. The Slovenian Tourist Board started developing storytelling of the most important regional and local destinations in a methodical way more than one year ago. It identified key Slovenian stories and will now present them visually on the multimedia portal to captivate the emotional world of its users in an even more convincing way.
Marketing and communication campaign of Slovenian Tourism with Tina Maze
The winter and summer invitations to Slovenia by Tina Maze are continuing to inspire visitors. As the most well-known Slovenian athlete, the top Slovenian ski racer invites people to visit Slovenia in video ads – you can choose from unique salt ponds of Sečovlje, the Medieval and Mediterranean town of Piran, the JožePlečnik's Triple Bridge in Ljubljana, Bled, the Alpine jewel, or you can pamper yourself in Slovenian spas.
The story of the new Slovenian marketing and communication tourist campaign is linked to the I FEEL SLOVENIA slogan. Green.Active.Healthy. The story combines natural beauty, green wealth and an active lifestyle of Slovenians.
Tina Maze's invitation to Slovenia is available in 46 video clips (each 20-30 seconds long) in German, English and Italian, a three-minute introduction video and the "making of the video" in German, English and Italian. Feel free to take a look at them on
Additional information
Slovenian Tourist Board
Dimičeva 13, SI-1000 Ljubljana, Slovenija
Tel.: 00386 (0)1 5898 550, Fax: 00386 (0)1 5898 560
Brina Čehovin, Head of Marketing,
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