New Croatian tourism slogan and visual identity: Big interest as first phase closes 

The current Croatian tourism slogan – Croatia Full of Life (CNTB)

Great interest is confirmed by as many as 27 bidder applications

ZAGREB, 14 March, 2023 – The first phase of the Competition for the selection of the umbrella communication concept – Big Idea and the new visual identity of Croatia as a tourist destination, which was announced by the Croatian National Tourist Board (CNTB) in February this year and will be implemented in two phases of the procedure, has been successfully completed. 

During the first pre-selection phase, which closed on March 13, as many as 27 bidder applications were received, 14 of which were international.

“We are extremely pleased with the bidder’s interest in this competition, as part of which Croatian tourism will, among other things, get a new slogan and visual identity, as well as a completely new umbrella communication concept. In this first phase of the competition, we did not ask for conceptual solutions, but wanted to collect the interest of the bidders, that is, their documentation proving their abilities, experience, and professional recognition. Now there is a phase in which the members of the expert committee will process the submitted applications on the basis of the submitted documentation and select those bidders who will go to the second phase of the tender,” said Kristjan Staničić, director of CNTB, adding that proposals with conceptual solutions will be submitted as part of the second phases to be received by the end of May 2023.

The members of the expert selection committee are prof. Ph.D. Feđa Vukić (Design Studio, Faculty of Architecture, Zagreb), prof. Ph.D. Josip Mikulić (Department of Tourism, Faculty of Economics, Zagreb and Scientific Advisor at the Institute of Tourism, Zagreb), Mirko Ilić (Graphic designer, illustrator), Tomislav Popović (President of the Management Board of Maistra), Eulogio Bordas (Tourism Industry Advisors, founder and partner) , prof. Ph.D. Božo Skoko (Department of Strategic Communication, Faculty of Political Sciences, Zagreb), Petra Mlačak Rosić (Advisor in the Cabinet of the Minister, Ministry of Tourism and Sports), Mirko Herceg (Advisor to the Minister, Ministry of Tourism and Sports), Ph.D. Renata Deželjin (Director of the Brand Department, Croatian Tourist Board) and Ivana Hrestak (Brand Department, Croatian Tourist Board).

The members of the expert committee will select a maximum of five bidders for the project task A, for the creation of an umbrella communication concept (Big Idea), and a maximum of ten bidders for the project task B, which includes the creation of a visual identity, for the second stage of the competition.

One of the key goals of the new Strategic Marketing and Operational Plan of Croatian Tourism is the creation of a more prestigious tourist brand of Croatia on traditional and new markets, and in order to effectively realiSe this vision and set goals, rebranding is necessary, which will bring a new umbrella communication concept and a new visual the identity of Croatian tourism.