Selected as key European markets for Slovenia have been Germany, Italy, Austria, Great Britain, Ireland, France, Russia, the Benelux countries, the Czech Republic, Poland, Switzerland, Finland and Denmark.

The campaign, prepared in close cooperation with the tourism sector, will be conducted in six stages with a break during high season so as to even out the flow of tourists to the country.

The EUR 1.4m make up almost 40% of the STO's promotional budget, with the board's director Maja Pak arguing that the effects of digital campaigns in the last two years significantly exceeded expectations.

More than EUR 0.5m will be spent on promotion through key social networks such as Facebook and Instagram, while the plan is to also publish 39 articles on the sites of leading media outlets, such as the CNN, Austria's Kleine Zeitung and Italy's La Repubblica.

STO hopes to secure at least 33 ads on selected platforms and reach at least 15 million users on Facebook and 18 million on Instagram.

A novelty this year is the use of Gmail ads, which will provide concrete proposals for holidays in Slovenia. Moreover, at least nine million video adds are planned on Youtube.

The campaign, mostly targeting families, active and nature-aware individuals, couples and seniors, promotes Slovenia as a "green, active and healthy destination for five-star experiences".