Croatian National Tourist Board: Full of Life
An integrated programme across multiple media and markets across EMEA, with a strong focus on digital engagement, user generated content and experiences, supported by on-going press office.
2015 saw a number of major activations, including a hugely successful social listening campaign reaching out to people, letting them know that ‘Croatia Loves You’ and sending them a licitar – a national symbol and token of affection. The audience was also engaged on Facebook with the chance to win trips to Croatia by creating licitars and emailing them to friends using a specially designed online app. With nearly 3,000 licitars created, the competition was a huge success.
‘Full of Life’ was a giant VIP and consumer activation event on the occasion of Croatia National Tourist Board’s brand relaunch. Core to this was a 9x10m artificial island towed down the River Thames providing a unique photo opportunity and the backdrop for two days of Croatian festivities. Attendees were given RFID bracelets connected to their social graphs so that they could instantly share photographs and their creations on a digital graffiti wall. A video of the event was posted to Facebook and received 1.2m views and was shared 145,000 times.
In the first half of 2015 we saw 270,000 additional visitors to Croatia and a 7.6% increase in tourism revenues. Our campaigns generated 2.7m interactions on social media, a phenomenal 6% of all people reached, and resulted in a 18% increase in search volume of Croatia as a destination.