Ljubljana, 9th November 2015 – At this year`s City Nation Place forum in London on 4th and 5th November Croatian National Tourist Board supported by Httpool were announced winners in the category “Best usage of social media”. Campaign won among strong competition as example of effective practice in place brand strategy development. The campaign became mysterious star of advertising on the American Super Bowl spectacle.
The City Nation Place forum is bringing together the leading experts in the field of marketing and brand management every year to choose the most effective and carefully implemented marketing strategy with returns to awareness and promotion of tourism in the local town, city or region.
The winning campaign of the Croatian National Tourist Board and Httpool took the advertising opportunity during the record viewership of Super Bowl match in the United States. It turned out that both coaches of the US team have Croatian ancestry. That is why Croatia National Tourist Board which was supported by the Httpool place branding strategy, broadcasted the presentation of attractive holiday destination to Twitter in America. During the match the best “selfie” was awarded with a free visit to the town of Rovinj!
“The main goal of the campaign was to present Croatia as an alluring tourist destination among the US citizens,” said Tina Jukić, representative of the Croatian National Tourist Board. Within 12 hours more than 300 “selfies” using hashtags #Croatia and #SuperBowlCroatia were collected, 1.300 new followers were gained, all together 13.290 engagements were recorded. Also the coach of the winning team received the invitation to come “back home”, to Croatia.
“The successful campaign clearly demonstrates that integrating social media into place brand strategy is an important objective and can achieve remarkable results,” said Aleksander Mitrović, director of Httpool Slovenia and Croatia.
Selfie competition was also published in the Forbes article and became one of the success stories of Twitter advertising.
More about the City Nation Place forum can be read here.
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