Dubrovnik Pass: Well-Known Dubrovnik Card to See Digital Transformation

Daniela Rogulj

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Presented on Monday in Dubrovnik, the new model offers simple use of the included content and more economical management of funds and time. In addition, it brings to the Dubrovnik city administration more effective marketing and networking of the offers as well as management of visitor flows, reports T.portal.

The city’s head of culture and heritage, Julijana Antić Brautović, pointed out that the bilingual digital system unites all electronic cards under one QR code, so users will have access to all benefits with one medium.

“As an innovative solution, the system aligns with the EU Green Plan. It significantly reduces the costs we previously had to create an analog card, and it is possible to create a new offer and prices quickly. Our employees no longer waste time on support but can now focus on product management and new development,” said Antić Brautović.

She added that the “Dubrovnik Pass” should also bring savings to promote the destination, as it will be advertised directly to Dubrovnik tourists on social networks.

Siniša Lukač from the company RAO, which technically prepared the project, stated that the system would be used massively and at all times, so its design was demanding.

“The system offers the city’s offer, from sights to shops and excursions, to keep tourists in the city as long as possible. The advantage is that it will be possible to monitor the use of the application and thus adapt it to users. In addition, it will be possible to plan visits to locations in times of fewer crowds, that is, to have an overview of which locations are visited more or less,” Lukač pointed out.

Marjan Palić from the Atomski marketing agency presented the Dubrovnik Pass digital advertising campaign and emphasized that the strategy is aimed at those users who are already in Dubrovnik, while the final figures of the campaign, which started in June, will be presented in September. “The goal is not to collect ‘likes’, but to increase the sale of Dubrovnik Pass. The campaign’s next phase will involve creating a community,” said Palić.

The project was redesigned by Studio Flomaster, following the logic of the old visual identity of the Dubrovnik card, since the basic color code derived from the traditional “Dubrovnik colors” concept was retained. In addition, the logo was shortened by creating the name “Dubrovnik Pass” to “D Pass.” The “Dubrovnik Pass” project in the first phase cost HRK 200,000.

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