Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Google has published a detailed analysis of the Croatia Feeds campaign on its Think with Google website. This campaign for the Croatian Tourism Board was rated as very successful, and was included on the website as an example of good practice in creating and implementing promotional campaigns. Thus, the case study analysis highlights the successful use of Google’s solutions for accurately placing content to end users, and among the results achieved they highlight the three times more clicks achieved within this campaign compared to other similar campaigns, 40 percent higher average visit to campaign site than set target, and 40 percent increase in overall search for Croatia. The analysis also emphasizes that the Croatian National Tourism Board has successfully used the results of the analysis of the most common searches related to Croatia and thus implemented a precise content and targeting strategy as well as advertising.
The campaign is also commented on by the Director of the HTZ Main Office, Kristjan Staničić, who emphasizes that this is a project that emerged from the latest trends in digital marketing. “Croatia Feeds is a campaign that is actually based on the interests of end users in particular markets, which was the basis for creating the concept of the campaign. The concept itself, in its characteristics, differs considerably from the usual online campaigns because Croatia Feeds contains a precise combination of intriguing titles, interesting texts and attractive photos of popular Croatian destinations and tourist products. This is confirmed by Google’s analysis, according to which we were very successful in attracting the attention of users, that is, our potential tourists,” said Staničić.
We recall that the Croatian Tourism Board launched the Croatia Feeds project and campaign in August last year. The main goal of the campaign is to inspire potential tourists in the original way to choose Croatian destinations, and for this purpose, a special Croatia Feeds website has been created. The creation of the campaign and its content, besides the Croatian Tourism Board, also included members of Google’s creative team The ZOO who are working with many global brands and agencies.