The Challenge

While Slovenia benefits from a prime central European location and an abundance of attractions, a campaign highlighting its key differentiator was needed to increase their share of international tourists.

The Insight

Research showed wellness as an emerging core consumer expectation in travel, revealing an opportunity to expand upon an existing National Geographic/Slovenia partnership to showcase what sets the country apart.

The Solution

National Geographic sent a content team to capture what defines Slovenia – its “Waters of Wellbeing” – thematically woven through video, listicles, photo galleries and itineraries hosted on as well as translated to key market editions in Germany and France.

  • Content was amplified via a strategic mix of National Geographic’s travel, adventure, and hero brand social channels including a custom @natgeotravel Instagram story, as well as across run-of-site pre-roll and cobranded banners.
  • Links within the content provided opportunities for travelers to plan and book travel on Slovenian Tourist Board’s website.
  • A 60-second Slovenian “Travel Minute” video aired on National Geographic Channel television in key markets and also ran as Facebook Native Video on @natgeotravel.

The Results

Waters of Wellbeing video on National Geographic’s official YouTube channel gained 220K+ organic views as part of a campaign extension.

The @natgeotravel Instagram story garnered 4.5M+ total impressions.

Run-of-site pre-roll exceeded’s average.

Average dwell time on the video article “Slovenia’s Nourishing Waters” was over 5 minutes.

Organic view
Total impressions