Working with the Julian Alps Association to promote their new 'Juliana Trail' and 'Juliana Bike' tourism products

The Brief

AM+A were contracted to generate publicity around the Julian Alps' Juliana Trail and Juliana Bike cycling route, both of which aim to combat 'over tourism' in the destination as well as highlighting key local producers and business owners.

Our Solution

World Travel Market announcement - AM+A announced the launch of the Juliana Trail hiking route at the World Travel Market 2019 with a dedicated brunch event attended by leading national travel journalists and freelancers to generate immediate interest

News announcement - Distributing press release regarding the launch of the Juliana Trail to our database of leading travel contacts, resulting in coverage in articles including Lonely Planet and Wanderlust

Press trip programme - AM+A organised a comprehensive press trip programme to allow leading national journalists to experience the Julian trail first hand. The trail was included in the itineraries of press trips organised for publications including the Metro, The Daily Telegraph, The Times and The Guardian.

Webinar launch of Juliana Bike trail - We announced the first information about the new Juliana Bike trail as part of a webinar held for leading British media during lockdown. The organiser was able to share key news about the route and journalists were able to express their interest in future press trips.

What They Said

The Results

News about the launch of the trails:

Lonely Planet -

Wanderlust -

The Independent -

Wider features about the trails (from press trips):

The Times, Hiking Slovenia's Fantastic New Juliana Trail -

The Guardian, Slovenia’s new Juliana Trail reveals a land of water, rock and forest -

The Metro, Slovenian hiking trail shows the best bits of this beautiful mountainous country -

The Daily Telegraph
, Europe's adventure playground that's now on the FCO green list -

Outside, A New Trail in Slovenia Takes You Back in Time -

Travel and Leisure, Slovenia has a New 167-Mile Walking Trail

Skills & Services Delivered

- Destination representation

- Press trip management

- Press office services

- Content creation

- Copywriting

Recent Work