The client wishes to select strategic and operational service providers through the public procurement process for effective advertising of the Ljubljana destination with the Central Slovenia region, brands, projects, and experiences of Tourism Ljubljana.
To optimize the client's marketing/communication activities, we will select service providers within the public procurement that will effectively communicate the story of Ljubljana as the leading and most creative city destination for sustainable lifestyles in the world. With its commitment to sustainable development and distinctive urban character, Ljubljana offers a balanced combination of Mediterranean atmosphere, quality culinary offerings, and diverse year-round experiences. At the same time, the client wants to emphasize the story of the Central Slovenia region as the green outskirts of Ljubljana, with activities in a diverse geographical environment, representing a complement and upgrade to the capital's offerings through product-differentiated, yet stylistically homogeneous (considering various levels of communication, channels, and tools) and authentic solutions for Ljubljana and the Central Slovenia region, towards defined target groups.
In the Strategy for the Development of the Tourist Destination Ljubljana with the Ljubljana Region 2021-2027, the following unique selling points (USPs) that best describe Ljubljana and are the basis for vision and positioning are defined:
- well-being,
- romantic backdrop,
- authenticity,
- genuine sustainability,
- enticing gastronomy,
- diversity and solidarity,
- creative atmosphere, and
- Plečnik’s heritage.
A detailed description of the USPs is available at the following link: https://www.visitljubljana.com/assets/Uploads/Strategija-razvoja-turisticne-destinacije-Ljubljana-in-ljubljanska-regija-2021-2027.pdf, on pages 56/57.
Advertising that is the subject of this public procurement must operate on three communication levels:
1. At the overarching level of the tourist destination Ljubljana with the Central Slovenia region (under the main brand Tourism Ljubljana).
2. At the level of flagship products: short city breaks, the meetings industry (which are the main tourist products), and gastronomy, culture, events, sports/activities (which are supporting tourist products).
3. At the level of individual market products: experiences, services, souvenirs.
The content that the client will advertise within this public procurement is mostly (approximately 95% of available funds) related to leisure tourism (destination advertising, products of short city breaks, gastronomy, culture, events, active holidays with the region, activities, and market products), while to a lesser extent (approximately 5% of available funds) the content is related to the meetings industry.
LOT-0001
ADVERTISING ON GOOGLE ADS PLATFORM.
PURPOSE OF ADVERTISING
Increase recognition of Ljubljana with the Central Slovenia region as a tourist destination in key target markets through purchased advertising content. Increase recognition, reach potential visitors to the destination, and purchases of selected Tourism Ljubljana products.
GENERAL ADVERTISING OBJECTIVES
• Increase brand awareness of the destination and other selected brands managed by Tourism Ljubljana.
• Increase visits to the selected content of the website.
• Increase purchases of selected products and services of Tourism Ljubljana.
• Increase visits to the destination with a focus on attracting demanding or “high value” guests looking for diverse and quality experiences.
• Increase the number of overnight stays at the destination.
ADVERTISING SERVICES
IN PART 1, media buying services in the required formats on the Google Ads platform are included. With keywords, we want to capture the planning phase of visitors. In addition to media buying, this part also includes the design of advertisements based on the client's guidelines or provided brand design elements of individual products or brands, translations, setup, monitoring, and optimization of the campaign, and preparation of monthly and final reports as agreed with the client.
ADVERTISING CHANNELS
1. Google SEM or search marketing
• Setting up to 40 different responsive text ads for the search network for each market during the campaign duration (various themes per market, the contractor receives content guidelines, translations with native speakers are taken care of by the contractor).
• Ads are tailored according to target personas in each market. The same theme is thus content-wise adjusted to personas in the selected market.
2. YouTube remarketing campaign
• Setting up a YouTube campaign with the client’s videos (up to 3 videos per market).
The client can request up to 3 corrections of the ads within the included costs for each ad format. Additional corrections will be charged separately.
Expected distribution of funds:
• Google SEM or search marketing: 70%.
• YouTube remarketing campaign: 30%.
LOT-0002
ADVERTISING ON SOCIAL NETWORKS.
PURPOSE OF ADVERTISING
Increase recognition of Ljubljana with the Central Slovenia region as a tourist destination in key target markets through purchased advertising content. Increase recognition, reach potential visitors to the destination, and purchases of selected Tourism Ljubljana products.
GENERAL ADVERTISING OBJECTIVES
• Increase brand awareness of the destination and other brands managed by the public institution Tourism Ljubljana.
• Increase visits to the selected content of the website.
• Increase purchases of selected products and services of Tourism Ljubljana.
• Increase visits to the destination with a focus on attracting demanding or “high value” guests looking for diverse and quality experiences.
• Increase the number of overnight stays at the destination.
ADVERTISING SERVICES
IN PART 2, media buying and planning services in the required formats on Meta platforms (Facebook and Instagram), TikTok, LinkedIn, and in the network of native or programmatic advertising are included.
ADVERTISING CHANNELS
1. Meta advertising channels (Facebook and Instagram)
• Up to 15 pieces of content (planned content that can be changed during the duration of the contract, the client will notify changes in a timely manner).
• Up to 30 static ads per market, up to 15 dynamic/animated ads (video/carousel) per market, sponsoring selected posts of the client.
2. LinkedIn
• A one to two-month campaign is planned based on agreement with the client.
3. TikTok advertising (Spark Ads)
• Advertising viral user content.
• Remarketing campaigns + new UGC materials.
• Promotion (boosting) of existing posts.
4. Native or programmatic advertising
• Up to 8 pieces of content, up to 10 ads (the form of the ad depends on the platform) per market.
The duration of campaigns depends on the content. Continuous campaigns are planned (as agreed with the client) until the contract expires.
Expected distribution of funds:
1. Meta advertising channels (Facebook and Instagram): 60%
2. LinkedIn advertising: 10%
3. TikTok advertising (Spark Ads): 10%
4. Native or programmatic advertising: 20%
Funds can be redistributed among formats by agreement between the contractor and the client as long as they fulfill the stated campaign goals.
LOT-0003
ADVERTISING IN ONLINE AND OFFLINE MEDIA.
PURPOSE OF ADVERTISING
Increase recognition of Ljubljana with the Central Slovenia region as a tourist destination in key target markets through purchased advertising content. Increase recognition, reach potential visitors to the destination, and purchases of selected Tourism Ljubljana products.
GENERAL ADVERTISING OBJECTIVES
• Increase brand awareness of the destination and other selected brands managed by the public institution Tourism Ljubljana.
• Increase visits to the selected content of the website.
• Increase purchases of selected products and services of Tourism Ljubljana.
• Increase visits to the destination with a focus on attracting demanding or “high value” guests looking for diverse and quality experiences.
• Increase the number of overnight stays at the destination.
ADVERTISING SERVICES
IN PART 3, media buying services in online and offline media are included. Online media refer to content accessible over the Internet. This includes websites, social networks, emails, digital ads, and more. Offline media encompass traditional media such as printed magazines, television, radio, billboards, and more.
ADVERTISING CHANNELS
The media selection will be determined on an ongoing basis, according to the client's needs within individual campaigns. The contractor will prepare a media advertising plan for each campaign if necessary, determining appropriate media across selected markets. Advertising will cover both Slovenia and nearby and distant foreign markets. The selection of target markets may change during the duration of the contract due to various factors and the rapidly changing nature of the travel industry.
Primary markets for advertising:
• Slovenia
• Italy
• Austria
• Croatia
• Germany
• USA
• United Kingdom
Secondary markets for advertising:
• The Netherlands
• Spain
• Denmark
The duration of campaigns depends on the content. Continuous campaigns are planned (as agreed with the client) until the contract expires.