IT and Technology

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Travel and Tourism

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5 January 2011
Dog hotels, hiking routes and nudist camps
All countries probably think they can offer the best holiday in the world – but the world will never know unless they communicate seriously about it. A continuous press effort is therefore an important element if you want to expand the knowledge of your destination, tourist attraction or hotel - and a combination of press releases and press tours usually give some good results in the long run.

Since March 2009 Related has been responsible for branding Croatia towards the Danish tourists, and it has resulted in many great press clippings. Our experience shows that you can get through with many different stories – you just need to put the right spin on them.

- Communication is often criticized for not being measureable. But it is actually possible to measure the press efforts both on a very concrete plan by assessing the number of articles related to each press release and more generally by studying the tourists’ attitude towards the destination, states communications specialist Mia Nielsen, who handles all press work for the Croatian Tourist Board in Denmark.

News from Croatia every month
Each month Related sends out 1-2 press releases for the Croatian Tourist Board on e.g. new resorts, festivals and exciting attractions. We also do stories on trends such as the widespread naturism in Croatia or the healing minerals in Croatia’s underground.  The press releases result in an average of five mentions in national or regional newspapers or travel magazines - and sometimes one press release alone can give up to 10 articles.

- The strategy of sending out press releases continuously has worked out well, and we have created a good relationship with the most relevant travel journalists. They know that there are good stories from us, and we have experienced a few times that they actually save column space for us, because they know that on Tuesday at 10 am they are very likely to receive some exciting news from Croatia, Mia Nielsen concludes.


About The Croatian National Tourist Board

The Croatian National Tourist Board is a tourist board formed for the purpose of promoting Croatia, furthering tourism in the country and enhancing the reputation of Croatia.

The main office is located in Croatia. The Danish office works under the Scandinavian office in Stockholm. The Croatian National Tourist Board is represented in more than eighteen countries.


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