How our tourist destinations took advantage of the success of Vatreni for additional promotion

first_imgThe historical performance of the Croatian national football team at the World Cup, where our country won a historic second place, significantly contributed to the promotion of Croatia. In fact, we can definitely talk about the best marketing campaign in history ever for Croatia.According to the analysis of Mediatoolkit, a tool that monitors what is written about anyone on the entire Internet in real time, and which regularly followed the mention of Croatia in the world media, the final analysis after the finals shows that over 60 billion impressions ) where Croatia is mentioned in the world media.Thus, over a million articles were published, and in the Croatian media several thousand articles on the subject. We only talk about journalistic articles, and when we add social networks, it is quite clear that this is a promotion that is impossible to pay for or get with any PR campaign and once again proves that sport, especially football, is the best ambassador of our Croatia.”With the promotion of Croatia, our footballers have achieved more in a month than us, all the rest of us over 4 million, all together since the founding of the state – more than all institutions, campaigns, PR in these 28 years. were an order of magnitude 1000 times smaller. It’s hard, almost impossible, to measure how many people have seen something at least once, but my estimate is between 2 and 2.5 billion people. ” concludes Tomislav Grubišić from Mediatoolkita. Source: Mediatoolki.comAnd as sport, and especially football as the “most important sideline in the world”, attracts the masses, they thus directly affect the increase in consumption and bring a significant impetus to the economy. Thus, according to the estimates of the Croatian Chamber of Commerce, HRK 9.277.224.291,92 was spent in Croatia during the World Cup in Russia.But which of our tourist destinations took advantage of this great PR moment for additional promotion. For now, Pula and Zadar are the most active researching on the Internet.CNTB, the City of Pula and MediaCom created the most successful real-time campaign of the World Cup?The video by which the City of Pula announced the live broadcast of the final match of the football championship in the Arena was watched by almost 350 thousand people around the worldThus, more than 10 thousand people watched the final broadcast of the World Cup match on the big screen in the Pula Arena. The value of this unique event was also recognized by the Croatian National Tourist Board, which in cooperation with the MediaCom agency and the City of Pula designed the “2nd best place to watch World Cup finals” campaign.The video by which the City of Pula announced the live broadcast of the final match of the World Cup in the Arena, achieved more than 4.700 shares and more than 343 thousand views, while the total number of interactions with content climbed above 72 thousand, without investing in its advertising. MediaCom.”The last final of the World Cup was watched by over a billion people, and we knew that, after winning the semifinals, everything related to Croatia would be under the magnifying glass of the public. This is evidenced by the search results on search engines, so in the last week on Google, Croatia has found itself among the most searched terms in all world languages. We took this opportunity while the world public was sensitized, we reacted in real time and devised how, in addition to the image of a sports nation, to better present our culture, history and natural beauty. For this reason, we decided to implement the proposal for branding the broadcast of the finals in the Pula Arena as “2nd best place to watch World Cup Finals”, Said the director of the Croatian National Tourist Board Kristjan Stanicic.This is a great promotion of Pula, which breaks tourist record visits from year to year, and whose recordings have once again found their way into the world’s most important media. “The City of Pula has long-term committed to the development and implementation of quality and unique events that contribute to the additional promotion of the city, which is ultimately recognized by our fellow citizens, but also an increasing number of domestic and foreign guests. The reactions after the live broadcast of the final match of the World Cup in the Arena confirm that we are doing a good job. The image of our Pula once again toured the world in the format of a video announcement on social networks, which once again showed how we recognize the multiple benefits of online communication. I believe that the positive effect will be visible in the coming period and I want to thank everyone who was in the Arena on Sunday and cheered.”, Emphasized the mayor of Pula Boris Miletić.Video: How the broadcast of the final match of the World Cup in the Arena went”We had very little time to realize this project, which was created in record time, in just 24 hours. We transformed the idea of ​​“2nd best place to watch the World Cup Finals” into a short video that announced the live broadcast of the match between Croatia and France in the Arena and which we placed on the social networks Croatia Full of Life. We followed the whole story with drones above the Arena during the game and thus created additional content that “dominated” social networks. The results are great, and this would not have been possible without the content department of MediaCom Beyond Advertising and NuNu Production from Pula.”, Said the director for strategic planning in the MediaCom agency Marko Matejčić.ZADAR: Promotional campaign of the Zadar Tourist Board and the Zadar County Tourist BoardPhoto: Boris ZupčićThe Zadar Tourist Board reports that an intensive joint promotional campaign continues on the social networks of the Zadar County Tourist Board and the Zadar City Tourist Board in four emitting markets, with specially targeted wider urban areas of the cities where the Zadar national team plays.It is a well-known fact that the top successes of athletes usually contribute to the promotion of the countries they come from, but the focus of Zadar footballers is more than usual on the hometown of our national team, which is persistently highlighted on flags and banners not only at this championship. through his profiles on social networks and interviews in the media, points out Ante Galić from the Zadar Tourist Board and adds: “What is specific about the Zadar national team is that their fans, but also the wider audience that does not necessarily follow the sport, know which city they come from and intuitively connect them with Zadar, which is not the case with many sports stars. Of course, in addition to the fact that they are happy to highlight their city, their personal interesting life stories inextricably linked to our city have also contributed to this. All this, combined with a spectacular welcome two days ago in terms of marketing, is an excellent basis for the tourist promotion of the destination through advertisements, photo galleries and videos. ” Galic concludes. And how the welcome in Zadar looked like, see in the phenomenal one-minute video made by a team of Zadar cameramen from the sea, land and air with the help of the Croatian Army Air Force, and completed by Igor Goić.Otherwise, apart from the great video below, you should definitely see the phenomenal photos by Boris Zupčić that you can see HEREIn the meantime, there is no need to worry about it. ””CROATIA FULL OF EXCELLENT PLAYERS” CNTB CAMPAIGN ON SOCIAL NETWORKSIt is certainly worth mentioning the CNTB, which recognized the opportunity for additional promotion of our country as an attractive and desirable tourist destination.Thus, the CNTB’s website during Sunday and the final recorded an increase in visits by more than 200 percent compared to the same period last year. The highest number of visits to the website was recorded from 16 pm until one hour after the match, and the highest number of visits was recorded from India, Italy, the USA, Germany, Croatia, Russia and France.Abbreviated version of the promotional video (attached below) Ambassadors of Croatian Tourism, in which Croatian national football team members appear Modric, Rakitic, Mandzukic, Lovren i Kovačić, was the backbone of promotional activities on social networks and new media.According to the CNTB, on the occasion of the final match, the promotional campaign on the YouTube channel and on the social networks Facebook and Instagram was well received.The focus was on the area around Luznhiki Stadium, and after the match on the entire Moscow area, and the campaign was further expanded to emitting markets such as Germany, Austria, Italy, the Netherlands, Sweden, Spain and Switzerland. These are countries that are important markets for Croatian tourism, but also countries where our players play for big clubs. As part of this campaign, impressive results were achieved: almost 4 million impressions, a shortened video reached a reach of 2.5 million people, and more than a million people commented, shared or liked the CNTB’s promotional announcement. An opportunity we must not miss In the whole story of positive PR that rules the whole world and social networks, it is not enough to promote only the images of the welcome as well as the historical success of Vatreni, but we need to find a way to add, connect and promote tourism, culture. , the economy… to give the whole story added value and a much greater positive effect.This is just another proof that athletes are our best ambassadors and that we need to focus much more seriously and strategically to connect the story with other industries vertically and horizontally through sporting success. Also, when if not now, take more seriously the development of sports tourism, first by investing in the entire infrastructure which is the first prerequisite, and then nicely round out the whole story and use the story again as the most successful sports nation in the world.In any case, this is an immeasurable advertisement for Croatia, and we will see in the near future how we used it, what story we told and how we will use it.,An opportunity we must not miss In the whole story of positive PR that rules the whole world and social networks, it is not enough to promote only the images of the welcome as well as the historical success of Vatreni, but we need to find a way to add, connect and promote tourism, culture. , the economy… to give the whole story added value and a much greater positive effect.This is just another proof that athletes are our best ambassadors and that we need to focus much more seriously and strategically to connect the story with other industries vertically and horizontally through sporting success. Also, when if not now, take more seriously the development of sports tourism, first by investing in the entire infrastructure which is the first prerequisite, and then nicely round out the whole story and use the story again as the most successful sports nation in the world.In any case, this is an immeasurable advertisement for Croatia, and we will see in the near future how we used it, what story we told and how we will use it.center_img  In the meantime, there is no need to worry about it. ”The CNTB’s organic posts on the social networks Facebook, Instagram and Twitter also record excellent results. Thus, the global Facebook page reached a reach of 2.5 million people in a few hours, and when we add to that the reach achieved on other Facebook pages created separately by markets, we come to a total reach of 5 million people. On this social network, which recorded more than 9000 new fans in just one day, the most popular was a promotional video with football players and posts about a short “school” on how to become a Croatian fan in seven steps. The announcement created in cooperation with the Great British Chefs, which promoted Croatian eno-gastronomy through the preparation of the best Croatian dish for the football championship by the top British chef Tom Brown, also records excellent results, the CNTB concludes.Of course, Twitter is also recording great results, as is the social network Instagram where the CNTB channel was visited by more than 8.5 million fans, and only on Twitter almost 3 million impressions were achieved, while the promotional video on this social network was seen by more than a million people.The CNTB is bringing a photojournalist to Croatia on holiday, who found himself in the fiery celebration of Croatian football playersAlso today, the CNTB announced that it was bringing photojournalist Yuri Cortez, photojournalist Angence France-Press, to Croatia for a vacation. in Russia.last_img read more