[Challenge:Future] Quest for Sunken Bell

Concept
Target Segments
• Avid internet users, Couples, Families with children, Adventure sports
enthusiasts, Health & wellness seekers

Central Theme
• The core idea of marketing communication would be to convey that
Slovenia is the one stop tourist destination for the people who love
nature & for the ones who seek adventure
• Campaign tagline: “Feel SLOVEnia, in a heartbeat”

Objectives of the campaign
• To generate buzz around the brand Slovenia
• To create strong brand association & increase brand awareness
• To develop & promote new programs to attract travelers across the globe

• The clues will be spread across
• Global online treasure hunt open various micro-websites maintaining
for all avid internet users the consistency with the ancient
• Teaser campaign hinting a quest for story of Bled & will be revealed one
lost bell, series of videos will be by one in stages
launched on YouTube, FB to create • The person solving all the clues with
excitement & curiosity minimum time will be considered as
• Interested people will have to the winner & will be awarded with
register on the dedicated website an all expenses paid trip to Slovenia
specially created for the treasure • The whole campaign is expected to
hunt generate huge buzz around the
• Registered candidates will assume world by leveraging the power of
the role of a character from the social media
story of Bled who has to search the • It will bring Slovenia in the spotlight
sunken bell by solving a series of through various PR activities &
clues hidden across the internet generate discussions about the
popular old stories of Slovenia

Food
• An opportunity to watch how the world famous Bled Cake is prepared & encourage them to mix
& match flavors to create a new variety
• Wine tasting events organized at vineyard cottages & music/dance festivals to promote
Slovenian wine

Accommodation Festivals
• Houses of Tradition - chance to stay with local people & learn about the rich Music & dance festivals themed on old
culture of Slovenia stories where visitors can participate &
• Vineyard Cottages - explore the beautiful vineyards & witness the process of wine learn more about Slovenian culture &
making traditions

For couples
Adventure • Couples can get married at Bled island or in the hot air balloon over Lake Bled
• Hot air balloon ride • Horse riding/horse carriage ride
• Sky diving on lake Bled • Professional photographer service for couples as well as families who will cover
entire trip & create a professional look movie

Other activities
• Photography contests for tourist & exhibition of pictures captured by them in the gallery on official
Slovenia website/fb page
• Souvenirs/gifts for tourists: Car puppets/toys – bell shaped, sheep etc
• Use of cycles & battery operated cars for sightseeing (promote low carbon)
•Use of recyclable materials for bottles, food packing etc to reduce pollution by non-degradable materials

Benefits to Stakeholders
Travelers Slovenia Earth

• Travelers will get an • Generation of buzz around • Spreading awareness
experience of a lifetime by the tourist attractions at about preserving planet
visiting one of the Slovenia earth
greenest countries on • Increased inflow of • Creating awareness about
earth tourists seeking natural advantages of greener &
• Eco-tourism will educate beauty & health benefits cleaner planet
travelers on sustainable • Scope for developing local • Use of pollution free
living and how to enjoy employment vehicles like bicycles,
the natural beauty of the • Promoting local culture & battery operated vehicles
environment through handicrafts will reduce the pollution
recreational activities • Strengthening brand levels & thus help in
• Engaging activities like Slovenia preserving mother nature
adventure sports, • Promoting the use of
music/dance festivals etc environment friendly
will entertain them & they means of transportation
will enjoy the feeling of (cycles, battery operated
being a part of local vehicles) & thus promoting
activities & culture Slovenia as the planet
• Visitors can gain health friendly tourist spot
benefits due to pure air,
calm environment, healthy
food, spas etc

[Challenge:Future] Quest for Sunken Bell

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