Be different. Choose Slovenia.

Creative idea

There are numerous things to love about Slovenia. The magnificent Alps, the verdant forests and the vibrant city life to name a few. Yet, other travel destinations around the world are statistically more popular. In this concept, we utilize that underdog factor*, while shining a light on Slovenia as a unique place to travel to. By doing this, we leverage an important key in Slovenia aspiring to become the next ‘it’ destination – the modern desire not to be like everybody else. It’s more important than ever to be trendsetting and unexpected and we emphasize that in a bold and self distanced way. To differentiate from competitors within the category, our assets are copy driven – we don’t use typical travel photos. However, we create recognition by using the colors, typeface and logo from the existing brand book. The copy driven assets not only stands out in a crowd, they’re also very adaptable to different markets. The stats could easily be changed depending on what destination we want to communicate about: proving it’s a broad concept. Also, the concept makes it natural to name drop Slovenia’s diverse attractions and destinations, without it becoming boring. Additionally, the concept is also very adaptable to social media. The messaging works like ‘clickbait factor’, stating things you feel intrigued to read more about. *the statistics in our assets are not (yet) proven but could be verified with market research.

Agency: Dentsu Creative, Helsinki & Stockholm
Authors: Riikka Lahti & Fanny Belaieff