SymBol of the Adriatic: Bol Rebranded with New Brochure

Daniela Rogulj

June 9, 2019 – The director of the Bol Municipality Tourist Board, Markito Marinković, presented a new brochure of the destination which was issued after nine years, intending to better promote foreign markets through trade fairs and the network of the Croatian National Tourist Board representation abroad. The presentation was held at the Elaphusa hotel in Bol.

“The creation of a new brochure is a continuation of the project to brand Bol through the implementation of a new visual and verbal identity that is extremely well accepted and recognized in the market (SymBol of the Adriatic). The brochure follows new, modern trends of communication, and unifies and promotes the entire tourist destination of Bol,” said Marinkovic.

“The branding of Bol is contemporary; therefore, the modern, geometric form of the layout is used in the design of the brochure, and the strictness of the straight lines is ‘broken’ by hand-written call to action titles, that is, titles that call for activity and reaction. The fact is that Bol as a destination offers a variety of content from culture, to families and outdoor activities and the most famous beaches, allowing each guest to create their own experience of rest and travel. This is why we added an extra note of personality in order to enrich the content and try to interpret individual experiences through the humanistic character of the script. In this way, the balance of modernization and warmth offered by the destination has been achieved,” said Igor Carli from the creative communication studio Carli + Sosa, who authored the branding of Bol, that is, SymBol.

The texts were done by the agency PromoPlan from Split. 

“The texts are written from the position of the guest, not the host, which is often the case with tourist brochures. Our goal was to highlight all the benefits of Bol but also to share our own experience of staying in the destination with potential guests from the target markets,” said Laura Visković, director of the agency.

On this occasion, Đurđa Eterović from TZO Bol presented the project of building Bol as a digital destination, considering that in the past months the tourist location on GoogleMaps was created and new GoogleStreetView surveys were done throughout the municipality, as well as GoogleSeaView.

These activities were done in cooperation with the certified partner Smokvina Travel and resulted in 1,037,537 views on Google search or maps. Furthermore, 11,231 times users clicked on locations to call, retrieve instructions, or visit websites in the past four months, outside of the high season.

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