Good results for Croatian tourism promotion campaigns.
Croatian National Tourist Board has conducted an extensive market research in June, which included 4,840 respondents from eight major source markets – the United Kingdom, Germany, Austria, Italy, Sweden, France, the Netherlands and Poland, reports poslovniplus.com on August 6, 2016.
The research was carried out with an aim to assess the effectiveness of the integrated communication activities and confirm progress of key communication messages created within the umbrella of the communication concept entitled “Croatia, Full of Life”. In addition to the evaluation of marketing and public relations campaigns, the current image of Croatia as a tourist country was analysed as well.
Research demonstrated that marketing activities related to Croatia, when all markets were taken into account, were noticed by 43 percent of tourists. These were mostly activities involving television (20 percent) and internet (19 percent). Compared to the survey conducted last year, there has been a significant shift in terms of penetration of the communication messages about Croatia. In 2015, 31 percent of travellers noticed marketing activities.
When it comes to individual markets, marketing activities were the most effective in Poland, (62 percent) and Italy (59 percent). Every market is different and reacts to a specific targeted campaign, so the campaign “Out of Office” resonated best with the people in Italy, Sweden, Poland and France, campaign titled “Around the World in One Country” has yielded the best results among travellers from Germany, Austria and the Netherlands, while “Nautica” did the same for the Croatian tourism in the United Kingdom.
The survey covered key communication routes that also show significantly better results than in the previous year. For example, regarding the message that Croatia is full of diversity, 40 percent of respondents associated Croatia with an exceptional natural diversity (34 percent in 2015) and 39 percent with the exploration of rich cultural heritage (35 percent in 2015), while 31 percent of respondents think of it as an untouched (protected) destination (19 percent in 2015) and 28 percent emphasize exceptional architectural diversity (23 percent in 2015).