Destination Marketing: Social Media Campaigns that Work

Slovenia, through the Slovenian Tourist Board (STB) has a well developed digital presence promoting the country as a tourism destination. In order to raise awareness of Slovenia as a high class and attractive winter destination, STB launched an innovative winter campaign with the support of abouTourism and Mindworks , and we are excited with the results!


The innovative campaign focused on alternative social media channels through which to reach a high number of users and create virality, promoting the country as a winter destination.

The goal was to promote the USPs (Unique Selling Points) of the destination, and provide useful information regarding the ski and wellness facilities, the various events before, during and after Christmas period and overall inform everyone interested to come and experience “a unique winter “fairy-tale” right in the heart of Europe”.

Check out the campaign’s video:

Launched in December just in time for Christmas, and focusing on winter holidays as a key topic, Twitter conversations around this theme were identified and monitored through particular relevant hashtags, participating in every relevant conversation in order to provide answers on the spot to exactly those people interested in our topic- Winter Holidays.


Twitter was used to develop instant, direct, one-to-one communication to a highly targeted audience and Instagram to promote a realistic and attractive view of the “real” Slovenia, as this is where STB, locals and visitors were asked to upload their photos from Slovenia.

The key success factor of the #winterslovenia campaign was the fact that relevant content was distributed the moment a user asked for it!

The #winterslovenia campaign, which run for 20 days, has generated impressive results, with 1.5 million impressions, reaching more than 400.000 twitter users and generating 1.500 tweets.

A simple and to the point campaign with easily spreadable content, creating word of mouth, while involving multiple user segments, including locals, professionals, potential travelers and social media influencers.


Don’t forget to SUBSCRIBE to our new Blog  to receive new updates & articles straight to your email!

3 thoughts on “Destination Marketing: Social Media Campaigns that Work

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s