The Tourist Board of Istria recently premiered the new Istria promotional video for the entire destination of Istria, with the slogan Experience life as it should be in Istria!
Goran Rihelj writes for hrturizam.hr about the newest promotional video for entire Istria as a destination, not separate towns, inviting guests to come to Istria to explore it. That video is a part of the new digital strategy of the Istria Tourist Board. The video is fun and attractive, it's filled with emotion and experiences, has a very interesting narrative and the closing message. It attracts attention, it is just the perfect length (under one minute of extremely attractive footage of the best Istria has to offer). It makes the viewer want to be in the video, and that makes you want to come to Istria to do your own exploring. The video is different from what we're used to, lively and energetic but still laid back and not imposing.
Goran Rihelj says that compared to the video promotional materials done by the other destinations, which tend to be more mosaic, boring and don't really tell a story, this one is at the very top. The footage done by drones have recently become a hit, but they rarely tell a story and often last too long. This video is short, interesting and effective.
And it's a part of the smart strategy of the promotion of Istria, both offline and online. This Istria promotional video wants the users to visit the destination website, also recently reorganized site www.istria.hr, which premiered early this year. That site is an actual destination portal, and the focus has been shifted from the b2b information, which used to be the main content. Now the focus is solely on the user/tourist and selling the experience and the story of Istria. That gives the whole website a whole new purpose, as it actually attracts the user's attention which prompts them to perform the action we want - and that's coming to Istria for a vacation and to experience the life it offers.
