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.
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.
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 nationalgeographic.com as well as translated to key market editions in Germany and France.
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 nationalgeographic.com’s average.
Average dwell time on the nationalgeographic.com video article “Slovenia’s Nourishing Waters” was over 5 minutes.