In February 2015 Croatian Minister of Tourism Darko Lorencin and Chief of Croatian Tourist Association Ratomir Ivičić announced the country’s new slogan “Full of Life, the new tagline used in Croatian tourist promotion and the leading new concept of communication. The new slogan was a product of influential marketing companies, including BBDO from Croatia, AMV BBDO from Great Britain and DEC BBDO form Spain and was chosen because of its simplicity, flexibility and also originality in terms of presenting Croatia as a tourist destination. Around 20 million EUR was spent on re-branding, international PR, strengthening and repositioning Croatia as a tourist destination in 2015 with the new slogan playing a big role.
According to the announcement of Ministry of Croatian tourism this week, the first year of the new slogan proved to be the right choice for Croatian tourism. In the first year they marked a direct positive impact on the physical and financial results in tourism and also the greater global recognition and popularity of Croatian tourism.
They partly achieved what they initially wanted – a better promotion of Croatian attributes and comparative advantages for the arrival of tourists in the off season and the impact of concept and slogans had even the direct impact and in addition to the physical results with arrivals and nights, by about 14 % in the first nine months of the year and with about 15 million visits and 87 million overnight stays, which is 10 million overnight stays more than in the previous year. The concept “Full of life” had the greatest effect on the markets of the United Kingdom (UK), Germany, and especially Poland, from which this year Croatia got 15 % more tourists, but there is still a lot of space to improve in those markets.