New communication platform for Croatian tourism revealed

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Ratomir Ivičić, Director of the Croatian Tourist Board presented the new communication platform for Croatian tourism at the “Mediterranean as it should (not) be” panel. Hundreds of Festival visitors could see the first visuals of the new campaign, as well as a short film which explained how the new concept “Croatia, Full of Life”, came to be. The new campaign TVCs will also be shown in London the following week, at a big presentation of Croatian tourism.
The platform concept was created according to the market research results which have shown that Croatia is perceived as an untouched destination of sun and sea, with some additional activities. The goal of the new campaign is to make Croatia a Mediterranean brand, recognizable for its excellence and lifestyle versatility. That goal is to be executed by evoking emotions that come from the “Full of Life” slogan. It was made with several different visuals which will be used in various markets, depending on how much is known of Croatia in those markets.
The panel participants expressed cautious support to the shown visuals, along with an open praise from Boris Žgomba of Uniline, while Maistra’s Tomislav Popović rated it as a useful marketing tool.
Before the concept presentation, a lively discussion was held, where the main subject was the cause of the seasonality of Croatian tourism, as well as obstacles for big investors and the effect of online sales channels. Tourism minister Darko Lorencin stated that the seasonality problem is being addressed gradually through the “Hrvatska 365” program, which is already giving results. As for the remarks of large investors who want to develop elite tourism, he rejected it by claiming that administrative processes are in fact expedited but also that Croatia doesn’t want elite tourism, but elite destinations.
Tomislav Popović warned that the Law of tourist land is a huge obstacle for investors, while Siniša Topalović from Horwath HTL consulting firm negatively compared investments in Croatian and Montenegrin tourism, stating the fact that a total of 295 million Euro were invested in Croatia in 2014, while only one project in Montenegro has attracted 500 million Euros. Lorencin responded that the data isn’t exact and that the stated projects in Montenegro were agreed “tete-a-tete”. He was backed by Nenad Bakić, an investor, who said that he doesn’t want Croatia following the Montenegrin example because he believes that Montenegro has devastated its coastline with such projects.
When it comes to online sales channels, Tomislav Popović discovered that Maistra’s profits from Booking.com service grew from two to twenty million Euros, but that resulted in the commission increase as well. “Online partners are showing significant growth but they are also endangering classic tour operators. We are becoming dependant on them, and their commission is growing”, complained Popović. Boris Žgomba did not agree that online channels are endangering tour operators, because travel agencies also use the internet.