Source: Lider
If you ask the Creative Director of the American CBS, Pete Radovich, is it worth advertising at the Super Bowl, he will wholeheartedly agree. So much so that in 2013 he proposed that Croatia buys a 30-second spot in this event and present itself to the American nation.
“I said on many occasions: ‘If Croatia wants to achieve a real impact, it should buy a 30-second spot on the Super Bowl, and more people will get to know it than in any other way.’ People have already laughed at me for that. Some even suggested that I would get money from it, as if I personally sell advertising space for the Super Bowl,” said Radovich.
In fact, after Radovich three years ago presented the proposal at the Weekend Media Festival in Rovinj, the then director of the Croatian Tourism Board Meri Matešić immediately complained of the budget, and former Tourism Minister Darko Lorencin jokingly asked him for a discount. However, HTZ did not completely ignore Radovich’s advice. Last year they invested in the campaign at the Super Bowl. Truth be said, there was no ad, but the Tourist Board offered a holiday in Croatia to the coach of the winning team, in view of the fact that the coaches of both finalists were of Croatian origin. In a conversation with Lider Radovich praised CTB’s efforts that also brought an international award, but still believes that the TV commercial is a lot more cost effective and best for a breakthrough in the US market.
