It sought to reinvigorate the communication of Slovenia and upgrade it on an emotional and experiential level, in accordance with the trends of content and digital marketing, as well as the trends of luxury communication, while retaining the ability to communicate with the powerful potential segment of millennials through a modern communication platform. The solution had to maintain the existing brand of I Feel Slovenia (both visually and as a core identity) and all existing strategic guidelines of Slovenian tourism.
Modern tourists don't see luxury in the same way they used to. Travelers now measure luxury and 5-star status primarily through unique and genuine experience, and the ability to adapt to personal requirements and desires.
Millions of people have already felt Slovenia. Every one of them felt it in his own way.
Visitors feel Slovenia as a green, active and healthy destination, which offers a wealth of natural environments and different experiences. But times change, and along with the times, the values, expectations, and desires of guests, as well has how they perceive luxury. Guests don't value products as highly as experiences. Rather than the biggest, trendy, and excessive, they value the authentic. Instead of standardized offerings, they seek out inspiring personal stories and unique moments, which create genuine life-long memories. How can we show the modern traveler the countless unique stories and experiences hidden in Slovenia, which they can't find anywhere else?
At Yootree Creative, we assembled a joint Slovenian-American partnership with companies Lanara Consulting, Moste Inc., and Madwise in collaboration with STB to conceive and design a new communication platform of Slovenian tourism.
The new communication platform under the I Feel Slovenia brand makes Slovenia a country of individualized adventures. Anyone visiting our country feels Slovenia as a green, active and healthy destination, rich in natural wonders as well as modern experiences. But the green heart of Europe offers so much more to its visitors.
As anyone living in this wonderful country can tell you, this is where everyone can find their little piece of paradise. The warmth and kindness of our people ensure that you'll feel welcomed and at home. A friendly shake of the hand, the genuine welcome, and the multitude of different adventures ensure, that every visitor experiences Slovenia in his own way and returns home full of many unforgettable memories, impressions, and stories.
The new communication platform of the I feel Slovenia brand stresses the genuine Slovenian experiences with higher added value. It excites and engages the visitors who travel in the search of authenticity and new kinds of luxury. The story of the green, active and healthy Slovenia are effectively upgraded, and its broad appeal positions the long-term platform for the realization of the vision of Slovenia as a 5-star tourist destination.
The idea of creative solutions is based on the personalization of experiences and choice. It puts the individualized user front and center, communicates through him, and includes him in the experiential conversation. It creatively supports the search for personal fulfillment of desires, interests, and preferences in the discovery of Slovenia.
It puts itself in the individual's shoes and offers value and relevant benefits to all segments of Slovenian tourism. It invites the visitor to experience Slovenia in his own favorite way. The new communication platform MY WAY upgrades the communication of Slovenia as a green, active, and attractive destination on a more emotional and experiential plane.
As part of the communication of the I Feel Slovenia brand, the communication and experiences of the destination are inseparably connected. The constant development of unique experiences allows for the implementation of the brand promise at the destination and serves as the foundation of enriching communication. The communication platform MY WAY supports the consistent communication of the story and highlights of the experiences of Slovenia through an integrated platform of marketing tools.
The architecture of the MY WAY communication platform represents STB communication at the top level, macro destination communication, geographic region communication, as well as that of micro destinations and experiential products. The key elements of the system include the I Feel Slovenia logo, the symbol of adventure, which attracts attention, the inspirational greeting, which supports the chosen motif, and the hashtags #ifeelsLOVEnia and #myway. The system supports the promotion of personal experiences on several levels (high-level, macro destination, geographic region, destination) and offers the inspiration for the visit of any type of destination and experience in Slovenia.
It puts itself in the individual's shoes and offers value and relevant benefits to all segments of Slovenian tourism. It invites the visitor to experience Slovenia in his own favorite way. The new communication platform MY WAY upgrades the communication of Slovenia as a green, active, and attractive destination on a more emotional and experiential plane.
We conceived and assembled an expansive communication handbook, which defines all the rules, recommendations, and guidelines for verbal and visual communication in alignment with the new MY WAY communication platform, which can be of help to every stakeholder in Slovenian tourism.
