Director of the Brand department of the Croatian Tourist Board Adela Marković held lecture Croatia – Full of Life to students of the University College Aspira. Students got familiar with the process of creating an image of Croatia as the tourist destinations and the current concept that we present with to the international tourism market.
Croatia wants to play an important role in markets of experiential, research and entertainment vacations, and wants to become a destination with more tourism products, increase profitability per tourist and have tourism with more powerful brand. Brand building is the process that develops through specific steps and Mrs Marković compared it with the process of cooking.
It is important to set clear goals, understand your target audience and identify current image. Therefore, the question is: What is our current menu? Which associations we want to achieve after tasting the food?
Croatia has a lot to boast about, among other things, with 1,244 islands, 20 cultural properties protected by Unesco, 8 national parks, 11 nature parks, the absolute diversity and specificities of each region. Symbolically, where is our food compared to other such dishes, and how to position the brand and create value propositions? How are we going to cook and serve our food? For it is necessary to boost the strength of the brand and develop an integrated communication system.
The plan was to unite all in one concept “Big Idea” which led to “Croatia – full of life” slogan. Croatia has an exceptional offer that covers all the needs throughout the year. It leaves experience and memories and the most important thing is to cause emotion.