Croatia seeks new tourism slogan and visual identity 

Croatia seeks new tourism slogan and visual identity

The competition for the selection of an umbrella communication concept – Big Idea – has been published

The Croatian Tourist Board has announced a competition for the selection of the umbrella communication concept – Big Idea and the new visual identity of Croatia as a tourist destination, which will be carried out in two stages of the procedure.

The first phase includes the pre-selection procedure, which refers to the delivery of documentation proving the ability of potential bidders, while the second phase refers to the delivery of the bids of the selected bidders. Also, as part of the competition, two project tasks are planned, namely the creation of an umbrella communication concept for which up to five bidders will be selected and the creation of a visual identity for which up to 10 bidders will be selected.

“It is a competition that will define the key promotional and communication determinants of Croatian tourism, that is, which will be the bearer of the realization of the new vision of Croatia as a tourist destination defined by the new Strategic Marketing and Operational Plan of Croatian Tourism. In other words, through this competition we want a new, fresh and creative approach that will hold attention, intrigue, stimulate the mind and evoke emotions in the target audience. The roof communication concept must be unique, but simple and easy to understand, and at its center should be the concept of beauty, given that researches confirm that this is one of the key advantages of our country and one of the most important motives for tourist trips to Croatia,” said Kristjan Staničić, director of the Croatian Tourist Board, stressing that through the competition they want to collect proposals for creative solutions from highly specialized bidders with many years of relevant experience.

One of the key goals of the Strategic Marketing and Operational Plan of Croatian Tourism is the creation of a more prestigious tourist brand of Croatia in traditional and new markets, and in order to effectively realize this vision and set goals, a qualitative upgrade is necessary, which will be brought about by the new umbrella communication concept and the new visual identity.

Additionally, although the competition includes two separate project tasks, i.e. the creation of an umbrella communication concept that includes brand architecture and the creation of a visual identity, bidders have the option of applying for both tasks or just one.

Also, it is important to point out that these are related tasks that will ultimately have uniform communication elements of the brand, which implies mutual cooperation and possible adaptation of the bidder’s conceptual solutions if the same bidder is not selected for both tasks.

The competition was published on the official website of HTZ, the deadline for applications and submission of documentation in the pre-selection procedure is March 13, 2023 until 12:00 p.m., and applications must be sent via e-mail to the address: [email protected] and [email protected].