I've been following the development of the website and the marketing strategy of the Slovenian Tourist Board over the past 5 years. I think both improved a lot and I especially became a huge fan of the new brand "I FEEL SLOVENIA".
After all those years being a supporter of Slovenia as a "new" travel destination, I was able to set foot in the institution where it is all promoted: the Slovenian Tourist Board in Ljubljana. Here I learned a lot of things about the work of STB and all that innovative stuff they are doing. I had a meeting with STB web editor Luka Sever and Nina Cvirn who is responsible for social media (see photo) and they told me about the innovative strategies of STB in general and for e-marketing and social media.
What they are doing was at first not quite familiar to me. Of course, I know Facebook and Co., but there is so much more that you can do in the world wide web and SOCIAL MEDIA:
In the field of domestic marketing and public relations the STB established Next Exit and uses Foursquare. Both to simplify your travel and motivate you to go "off the beaten track" by using new routes and be able to get information via your mobile phone.
Facebook advertisements are used for specific target groups as well as the Facebook App "Slowwwbus", a game where you can win an adventure trip like rafting in Slovenia dependent on how high you scored.
STB also uses QR (= quick response) codes at their information stands during fairs and exhibitions. They even won a price at this year's World Travel Market in London for the Best Stand for Interacting with Travel Agents - Slovenian Tourist Board was singled out for the access to information made available to travel agents. Instead of weighing them down with brochures, agents could simply download everything they needed to know. A big screen where agents could also flick through digital brochures proved to be not only eye-catching but a good way of getting the information out.
Time doesn't stand still - every day there is something new. That is why the overall social media strategy of the STB including Facebook, youtube, Twitter, Google+ and Foursquare is under constantly development.
Another innovative thing I like to point out is the GREEN sLOVENia campaign:
They take part in the European Project called EDEN (European Destination of Excellence) and award best practise of green tourism e.g. ecological tourist farms.
On the next day I was kindly invited to the STB Motivational Event at Hotel & Castle Drnča near Radovljica with presentations and workshops about social media and web analytics to improve websites and user activities of all members of the portal slovenia.info.
Hvala lepa Luka and Nina for sharing your knowledge and ideas with me! And thanks also for the invitation to the Motivational Event!
Don't forget to visit FEEL SLOVENIA on Facebook!