INITIAL SITUATION
The Lipica Stud Farm is the cradle of the world-renowned Lipizzaner stallion tradition. It is one of the most beautiful cultural-historical landmarks in the Republic of Slovenia and, with over 100,000 visitors from Slovenia and abroad each year, one of the countries most popular tourist attractions. 2010 marks the 430th anniversary of the Lipica Stud Farm.
Our goal was to use this prestigious anniversary to promote the Lipica stud farm as a tourist destination, to enhance its image, and to improve a media image that has suffered due to affairs in the media in recent years.
THE SOLUTION
Together with the Lipica Stud Farm’s marketing department, we prepared and implemented a communications plan for the 430th anniversary:
- A number of events and actions aimed at a wide range of target groups
- A website for the occasion: www.lipic430.si
- A visual identity for the Lipica Stud Farm’s 430th anniversary
- An advertising campaign
- Informing and communicating with target groups on the Facebook
- Intensive communications and heightened cooperation with the media
- Organizing press conferences
- Periodic media releases
THE RESULTS
- Positive reception of the actions and high attendance at events
- A notable rise in the number of visitors at the Lipica Stud Farm
- A number of positive pieces in the media
- Improved public image and perception of the Lipica Stud Farm
The Worldcom PR Group agency advising this account is:
Di@log co, Slovenia, www.dialog-si.net
Description of the project
The project included two parts:
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