CASE STUDY: KRKA NATIONAL PARK: TOURISM − MOBILIZE USERS AND YOU WILL GET GOOD CONTENT We all know that producing quality content is difficult and expensive. How was this done with the help of mobilized users in the case of Croatian tourism (Zakaj Hrvaška, Krka National Park, Valmar, Barve Istre, etc.)?

1. MOBILIZE USERS/FANS/FOLLOWERS
AND YOU WILL GET GREAT CONTENT
ANA PENOVIĆ
POMP FORUM, September, 2016

2. QUALITY CONTENT
TODAY’S INTERNET USERS
MOST IMPORTANT CONTENT GOAL
Difficult to produce continuously
Uninterested, short attention span, extremely difficult to mobilize and to
stimulate/encourage readers/users/fans to take action
To gain attention and to stimulate/encourage readers/users/fans to take action

3. CASE 1
WHY CROATIA
Client: Every stakeholder in Croatian tourism
industry
What: Video project
The idea behind the project: In 2010 the Croatian
Tourism Board was still spending the majority
of its marketing budget on television and
newspapers/magazines. With this project we
wanted to show that, by using available digital
channels, it was possible to promote Croatia for
0 euros and get great, measurable, results.
How: We invited Croatian citizens to create short, personal videos in which they invited
foreign tourists to spend their holidays in Croatia. We told them to tell - in couple of
sentences - why they thought everybody should come and visit the country and to
say something about their town or region - something extraordinary a tourist would
experience if they decided to visit there.

4. CASE 1
WHY CROATIA
What made it special: Croatian people are very uncomfortable
with filming video clips. Even today, it is almost impossible to
get them to film anything. By appealing to the fact that tourism
is the most important Croatian industry that contributes
immensely to our national growth product and by stressing
the fact that we were doing it for the ‘ordinary’ people who
live solely from this industry, we received over 400 video clips,
created by regular people.
Results: 400 authentic video invitations from both young and
older people, over 250.000 visits to the Why Croatia web page
without any advertising what so ever and over 600.000 euros
worth of media space. Ultimately, the Croatian Tourism Board
integrated Why Croatia into its promotional activities during
that summer.
What we learnt: If you give users a higher purpose, one they
can relate to, they will do almost anything they are asked to do.

5. CASE 2
WHY NORTHWESTERN ISTRIA?
Client: Colours of Istria Cluster
What: Booklet (print & online)
The idea behind the project: In order to promote the beauty
and the numerous experiences this part of Croatia has to offer,
in June 2013 we decided to let our fans and followers do it for
us. The key targets were the most prominent international
tourism journalists.
How: After collecting a few hundred impressions, comments
and praises from Colours of Istria online community, we
created a booklet that was sent out to 200 most influential
tourism journalists from around the world. And, when the
journalists received booklet, an online version was put on web
page so we had great content to share throughout the summer.

6. CASE 2
WHY NORTHWESTERN ISTRIA?
What made it special: It was the first booklet that used
customers’ observations in the promotion of a destination.
Also, we gave our fans voice that was heard loud and clear all
over the world.
Results: Feedback from journalists was outstanding, the
project was recognized and praised in both the tourism
and the digital marketing industry. It still stands as a great
example of how to use one’s customers’ comments for
promotional purposes.
What we learnt: Show your fans/followers that you carefully
follow and appreciate every interaction they are willing
to give and you will grow a loyal and tightly connected
community.

7. CASE 3
KRKA NATIONAL PARK
Client: Krka National Park
What: Photo contest
(humanitarian character)
Idea behind project: Since
people love to take photos
during their holidays and
in particular when they are
spending time in places of
extraordinary beauty, such as the Krka National Park, we decided to use their enthusiasm
and get new content for our social media profiles.
How: We simply invited our huge fan base on Facebook and Twitter to share their best
photos with us. The only award we promised was that 12 best photos would be used for
Krka’s calendar. The entire earnings from the calendar were donated to those in need.

8. CASE 3
KRKA NATIONAL PARK
What made it special: Not only did we get
phenomenal photos, but we also tracked and
reported to the Krka National Park which parts of
the Park were under particular pressure of a large
number of visitors so they could take extra care
and reroute visitors to other parts of Park.
Results: Hundreds of photos were received during
the two months of the contest. We put an author
tag on each photo and we are still using them in
our communication of the beauty of Krka National
Park, while celebrating the fans that joined us in
the contest.
What we learnt: Professional photographers are
not going to be happy with a contest like this one.
They think it means companies will cease to pay
for their services so they will protest loudly.

9. CASE 4
ADRIATIC CLUB INTERNATIONAL
Client: Adriatic Club International (ACI)
What: An online booklet of 100 places
to visit (while sailing in Croatia)
Idea behind project: After delivering
800 pieces of content that promoted
all beauties of Adriatic coast situated
in the vicinity of 21 ACI marinas, we
realised we had to dig deeper. Since ACI
cannot guarantee quality of service of
any particular spot outside the marinas themselves, we decided to ask boaters that had
already sailed up and down our coast before to share their best spots with us.
How: During the two-months of the high season we collected experiences and
recommendations from our boaters in the form of a booklet.

10. CASE 4
ADRIATIC CLUB INTERNATIONAL
What made it special: We let our boaters stand
behind every recommendation in the booklet since
it was rather inconvenient for ACI to do so. By
giving away 20 sailing-starter-kits, we showed our
community that we appreciate their contribution
to the entire sailing experience we want to
promote.
Results: During the entire sailing season, we had
100 places to talk about with our community
and they were recommended from one sailor to
another.
What we learnt: Whenever you are not sure
whether you should promote third party services
or products, put your customer/community in
action. They will gladly do it for you.

11. CASE 5
VALAMAR MOMENTS
Client: Valamar Hotels & Resorts
What: Facebook photo contest
The idea behind the project: The
biggest Croatian tourism company,
with hotels and resorts scattered all
over Adriatic coast, wanted to give
its existing and potential visitors
a platform to share the special
moments they experienced while
staying at one of their facilities -
hotels, resorts and camps. By giving
the visitors a chance to showcase
the best moments they experienced,
we collected thousands of quality
photos during the summers of 2016
and 2015.

12. CASE 5
VALAMAR MOMENTS
How: Although a huge part of the success of this contest lies
in the content of the prize it offered (an entire 7-day vacation
paid by Valamar), it is a fact that people love to share their
photos, observations and experiences while on holidays so
their family and friends can see them. We just took advantage
of that fact in a most basic sense.
Results: With a little push, accomplished by Facebook
advertising, we received thousands upon thousands of quality
photos that captured the happiest moments Valamar’s guests
experienced while staying at Valamar facilities. At the same
time, the number of fans on Valamars’ social media profiles
rose.
What we learnt: Photos and videos related to travel is the
most popular content on social media. Use the fact that
people love to share their holiday photos and you will get
great results.

13. CASE 6
JASNO & GLASNO
Client: Jasno & Glasno
What: Practical handbook on digital marketing
Conquer internet (or Internet will conquer you)
The idea behind the project: In 2011 our
company started to write a book on digital
marketing. In order to be as authentic as
possible, we invited all our past and existing
clients to talk/describe their activites and
experiences on online channels.
How: Since every book covers every segment of digital marketing – from creating web
pages and social media communication to content production and mobile platforms – we
invited our clients to share with us mutual experiences we had to go threw to learn and
optimize our activites.

14. CASE 6
JASNO & GLASNO
What makes it special: Not only that this is still the only
book on digital marketing published in Croatia and Balkan
region, but it connected us even more with our client who
were more than willing to share their experiences with
our readers.
Results: With only 100 euros spent on advertising, first
edition of the book was sold out in approximately 9
months, it became official exam book on two universities
and gain our company huge media coverage.
What we learnt: Don’t be afraid to share both good and
bad work experiences. We work in youngest branch of all
and every experience we are willing to share will build
trust in us.

15. Thank you
for your attention!