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Slovenian Tourism Introducing Storytelling Marketing

Ljubljana, 17 February (STA) - Slovenian tourism aims to adopt first-person storytelling marketing campaigns as one of its strategic guidelines for 2014 and 2015 in a bid to replace traditional one-way communication with uninspiring slogans and promotional texts.

This is a tool which helps create tourist products of a higher added value, enables more efficient marketing and strengthens the tourism brand, the SPIRIT agency for the promotion of entrepreneurship, investment and tourism has said.

The project dubbed "Stories in Slovenian Tourism" is getting increasingly recognised as an important marketing tool, while the concrete work in its implementation is only getting started, according to the agency.

Slovenian tourism officials believe that Slovenia is rich with stories about tourism which also have marketing potential, but that they are not sufficiently connected with tourism products.

Storytelling is an efficient tool for marketing tourist destinations, products, sights and providers. The price-quality ratio is no longer a decisive factor, tourists want products which offer a unique experience, according to SPIRIT.

The main story about Slovenia supports, explains and expands the existing "I feel sLOVEnia" trademark and presents Slovenia as a green, active and healthy destination. A number of workshops related to the topic will be organised by SPIRIT this year.

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