Create an integrated campaign to showcase the region’s responsible tourism methods and tactics. AM+A worked with Turizem Bohinj to increase visitors to the Wild Flower Festival through strategic marketing and PR.
AM+A were tasked with creating a strategy that ensured local supply chains (food & drink, transport providers, community projects & local farmers) were always included in marketing and PR activities. This campaign continued to work towards getting Turizem Bohinj recognised as a EU leader in sustainable tourism.
AM+A created a strategic communications plan that included the following tactics:
Press Office Service
+ Creation of media centre & press information connected to key audiences
+ Long term and short term pitching
+ Media visit programme: pre, during and post festival
+ Event listings placement and full festival press office services
+ Round-up placement in media to promote local supply chains & producers
+ Stakeholder and third party partnerships
+ Creation of report on responsible tourism methods and best practices
+ Building up case studies from 10 years of reports and destination insights
+ Defining and marketing the development of a 10-year destination strategy
+ Award entries: Responsible Tourism Awards and International Travel & Tourism Awards 2019
"The AM+A team have been instrumental in supporting Turizem Bohinj's responsible tourism strategy by building up our reputation to become recognised as a leading sustainable green destination. They have also helped ensure that the Wild Flower Festival has been self-sustainable year on year by helping to promote it by generating outstanding publicity"
AM+A work’s with Turizem Bohinj helped establish the destination as a leader in sustainable tourism, with the campaign being recognised by industry awards. Results included:
+ Awarded 'Best in Responsible Tourism' at the International Travel & Tourism Awards 2019
+ Content placement on influential travel websites and media platforms
+ Media coverage reaching audiences of 10,187,693
+ Organisation of press trips for major national newspapers including the Guardian, Gardeners' World and The Telegraph
+ Using social media to promote car-free travel contributed to an increase of 27,524 passengers on hop-on / hop-off bus. 58% of these journeys were completed in August, with the busiest weekend being 17-19 August, on which 1,513 passengers were transported tourists using hop-on/ hop-off bus.
+ By marketing key messages AM+A helped stop 5.8 tonnes of carbon emissions and finer particles matters being put into the air in 12 months (based on a low estimation)
+ The Wild Flower Festival increased participants by 50% between 2016 to 2018
+ Tourists to Bohinj have more than doubled in four years, increasing from 71,898 in 2014 to 155,995 in 2018
+ Social media campaign to promote the Green Bohinj Initiative Certificate saw 26% of tourism businesses involved
+ Used PR to showcase local supply chains of 64 different suppliers who signed up to the Bohinj certificate - all of which were promoted in marketing, PR material and press trips
+ Helped Turizem Bohinj win an EDEN (European Destinations of Excellence) award
Press office services
Press trip management
Third party collaborations
Award entries & management