Krk Outdoor Destination: Rebranding Island for Active Tourism

Daniela Rogulj

Updated on:

Romulic & Stojcic

With the joint funds of all local governments and Krk Island tourist boards, with the support of the Ministry of Tourism and Sports and coordinated tourist board funds, a new “Krk Island outdoor brand and communication strategy” was created, reports Novi List.

Director of the Krk Tourist Board, Majda Šale, said that this is a new step forward in promoting the trump card of the island’s tourist offer. The strategy was created in cooperation with the Studio Conex agency from Samobor. It was formally adopted after a recent presentation to the directors of all local tourist board offices and the Krk Island Tourist Board members.

“In addition to representatives of local self-government units and tourist boards, a significant number of external associates and partners were involved, especially those with whom the Krk Island Tourist Board cooperates in the segment of organizing and implementing outdoor projects and programs – an offer that is the focus of our new strategic document,” said Šale, emphasizing that the mentioned plan is based on the concept of sustainable and balanced development of tourism on Krk, among other things through its branding and development as an outdoor destination.

This type of offer has the power to attract many new visitors in the pre and post-season. The mentioned document analyzes the current state of Krk’s outdoor activities, following which strategic guidelines for building the “Krk outdoor” brand were processed and determined. Its main goal is to create a market identity and recognition of this offer. The inputs to which answers are given are diverse tourist products and the development of new products and programs harmonized with the interests and needs of modern guests, i.e., with recent trends in tourism, on an island that is easily accessible, highly developed, and environmentally sustainable, continued Šale.

The newly presented brand and the communication strategy that will promote Krk outdoor in the future will include a series of activities that will take place in phases, including education, creating a database of island outdoors, and organizing internal events. The strategy also defines ways of cooperating with local media, building websites and producing promotional materials, managing social networks, advertising, appearances at fairs, and other activities that we believe will ultimately lead to a unique island image, greater recognition of Krk as an outdoor destination and finally, to its better positioning in the emitting markets, says the head of the island’s tourist board.

With the new strategic and planning steps, the island’s tourism workers have kicked off the rebranded tourist offer by designing a new promotional logo.

“After fifteen years using the current Krk Tourist Board logo, we started redesigning it last year, necessary to achieve better visual recognition and adapt to new market demands. We are convinced that the new logo is a modern logo that will achieve even higher recognition of Krk Island. The newly created “book of standards” will provide a more professional approach to producing all our future promotional materials. The authorship of the new logo is designer Valter Stojšić. It consists of three colors – green, yellow, and blue, the colors of the island that symbolize nature, the color of the sun and the “golden island,” and the sea.

The logo is stylized in the contours of Krk, with an inscription and typography on several language mutations according to the markets to which we will target it. The new logo will be placed on all new promotional materials, used in the official correspondence of the Krk Tourist Board, at fairs, and in all future advertising, concluded Šale, adding that its official use will begin in 2022.

For more, check out our dedicated travel section.


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