An example of an effective campaign is the Croatian campaign "Trust me I've been there", based on the recommendations of ordinary tourists as well as celebrities and athletes. The results are spectacular - 80 million nights were registered in Croatia until September 28, 2021, while in the whole of 2020, 54 million nights were registered. The visiting season in Croatia is getting longer and includes various year-round attractions.
Tourist campaign In Prague at home (V Praze as doma) is an example of an effective product campaign aimed at targeted, precise support of the tourism sector. An example of a successful campaign of a different type is the Croatian campaign "Trust me I've been there".
The campaign is part of the "Discover the colors of Croatia" strategy which aims to create sustainable tourism, focus on quality and on tourists who will spend money on as many offers as possible in their destinations and will generate more consumption (which further increases new investments in tourism). The campaign strongly use a recommendations as a marketing tool. Recommendations are based on the confessions/ credentials of both: tourists and celebrities (tennis player Marin Cilic).
The results are spectacular - 80 million nights were registered in Croatia until September 28, 2021, while in the whole of 2020 - 54 million nights. Also, this is a 37% better result than for the same period in 2019. The campaign also allows for the extension of the season - in September 2021 alone, almost 12 million overnight stays in Croatia were provided.
The campaign started in May 2021 and covered 12 European countries where custom variants were implemented. For the German market, messages related to the sun and sea, eno-tourism and Istria and Kvarner as the favorite destinations of Germans were created. Visualizations related to Dalmatia and Makarska Riviera have been prepared for the Polish market, and for the British - Dubrovnik, Split, Hvar.
At PAULAT, we create effective strategies for communicating territorial brands. Since 2007, we have conducted research and analysis in over 30 processes of creating a brand strategy and / or brand communication. Our insights are used to increase the effectiveness of promotional activities (eg. Sopot, Lower Silesia, Płock and Kołobrzeg).