By Slovenian Convention Bureau project manager Jasna Jašič
Deep down we’re all unique individuals in addition to being part of our social circles. Similar parallels can be drawn in the context of destination marketing.
For a destination to stand out it has to express an identity based on a sensible grasp of its practical capabilities, inherent site potentials – say natural, historical, cultural or economic – and a clearly defined business purpose. These make up the core of our destination, and when infused with local creativity and style, they come together to shape a particular brand presence people are able to recognise and remember.
As an example, Slovenia won first place in the SoolNua World ICECREAM Index to become the best ice cream destination in 2015. Slovenia Meetings got involved and really utilised the opportunity for the destination, fanning lively engagement at a relatively small cost, promoting Slovenia as a refreshing destination for events and incentive experiences – which is precisely what we happen to be.
We activated local business communities across digital platforms and followed up at trade shows and key markets with a themed ‘real life’ experience: serving the best ice-cream in the world, what else!
So, taking advantage of SoolNua’s great idea, we achieved solid results by utilising our existing potentials wrapped in a good story, gaining visibility, efficient reach and some incredibly fun interaction with our esteemed partners and potential clients.
You could say ‘style is PR in a smart outfit’. I’m sure we’re all familiar with the genius marketing campaign Norway for Natural Reasons launched several years ago by Norway CB, a case example of phenomenal results achieved on a modest budget.
Indeed, all it takes is a spark of imagination since today’s delegates are after genuine experiences not merely picture-perfect trends.
Another home run success is the design of the book ‘INSIDE Hotel Adriatic’ launched by Croatia, depicting everyday hotel scenes, a messy room or busy kitchen, through marvellous artistic photography. A perfect fit for our stylish neighbours.
In the avalanche of ever-new providers, breaking out of the grey comfort zone is more important than ever. Style isn’t about by-the-book perfection, it’s about proudly flashing our own charisma, creating lasting resonance in the minds and experiences of guests. It’s about getting people to talk about you on their own time.
