Slovenia launches “Geography of adventure”, a new multi-channel content campaign with an influential global media outlet

To raise the visibility of Slovenia as a green, active, and healthy destination for 5-star experiences, Slovenia is launching a new multi-channel content campaign Slovenia’s Geography of Adventure, based on storytelling through top-quality videos and photos. The campaign features the landscapes and geography that inspire the unique adventures that can be experienced in Slovenia. This rich content will be published across National Geographic media platforms.

Slovenia is Europe’s green playground, a destination with exceptional natural features and diverse landscapes that enable active experiences 365 days a year. The Slovenian Tourist Board (STB) has commissioned National Geographic CreativeWorks to produce content to spotlight Slovenia’s exceptional natural features and diverse landscapes as the ideal destination for all-year-round active experiences.

Inspiring stories and a stunning video

The cover story, Slovenia’s Geography of Adventure, is accompanied by superb visuals by renowned American adventurer/photographer Corey Rich, who visited Slovenia in February and June this year and shot a two-and-a-half-minutevideo, along with accompanying photographs. The stunning footage was taken on location, and includes water sports on the Savinja River, cycling in Koroška, hiking at Mount Mangart, climbing on the Karst edge, and skiing at Vogel.

The video and stories take the audience to less known tourist destinations accompanied by some of Slovenia’s professional and amateur athletes: these are the individuals who experience Slovenia’s nature daily and discover new ways to experience the outdoors. Supporting article Life in Nature highlights the close connection between Slovenians and their landscapes of adventure, including protecting and preserving forests and life, work, and experiences therein. The third element of the content is a photo gallery that showcases the unique features of the Slovenian landscape, the country’s dynamic geography, and the local people.

Upon launching the new multi-channel campaign, Slovenian Tourist Board director Maja Pak, M.Sc., emphasized that the new campaign “addresses more demanding guests who search for unique active experiences in pristine nature. In co-creating stunning visuals, inspiring video, and stories that present Slovenia as an exceptional destination for active experiences in nature and highlight the care of Slovenians for the natural environment, we approached National Geographic CreativeWorks to help create content about Slovenia that will be shown and promoted on the channels of National Geographic, a globally recognized media outlet with the greatest digital reach. The global audience will enjoy, among other things, footage of cycling in Koroška, rowing along the beautiful Savinja River, climbing at Osp and Črni Kal, skiing at Vogel, and hiking at Mangart. These activities show that Slovenia is a land of unique outdoor experiences, 365 days a year.

This partnership strengthens the visibility of Slovenia as a destination of unique natural beauty that beckons with the promise of active recreation. Active outdoor experiences and sport tourism are among the main 2022-23 communications topics of Slovenian tourism, and the 2022-28 Slovenian Tourism Strategy also pays particular attention to them.”