Bled - Quest for Sunken BellAn online treasure hunt

Submitted byMangesh Patil

IIM Kozhikode, India(mangesh.sp23@gmail.com)

Destination: Bled, Slovenia Based on Story of Sunken Bell

ConceptTarget Segments• Avid internet users, Couples, Families with children, Adventure sports

enthusiasts, Health & wellness seekers

Central Theme • The core idea of marketing communication would be to convey that

Slovenia is the one stop tourist destination for the people who love nature & for the ones who seek adventure

• Campaign tagline: “Feel SLOVEnia, in a heartbeat”

Objectives of the campaign• To generate buzz around the brand Slovenia• To create strong brand association & increase brand awareness • To develop & promote new programs to attract travelers across the globe

Online treasure hunt

• The clues will be spread across various micro-websites maintaining the consistency with the ancient story of Bled & will be revealed one by one in stages

• The person solving all the clues with minimum time will be considered as the winner & will be awarded with an all expenses paid trip to Slovenia

• The whole campaign is expected to generate huge buzz around the world by leveraging the power of social media

• It will bring Slovenia in the spotlight through various PR activities & generate discussions about the popular old stories of Slovenia

• Global online treasure hunt open for all avid internet users

• Teaser campaign hinting a quest for lost bell, series of videos will be launched on YouTube, FB to create excitement & curiosity

• Interested people will have to register on the dedicated website specially created for the treasure hunt

• Registered candidates will assume the role of a character from the story of Bled who has to search the sunken bell by solving a series of clues hidden across the internet

What is it? How it will work?

Tour ideas for Bled

FestivalsMusic & dance festivals themed on old stories where visitors can participate & learn more about Slovenian culture & traditions

Food• An opportunity to watch how the world famous Bled Cake is prepared & encourage them to mix & match flavors to create a new variety• Wine tasting events organized at vineyard cottages & music/dance festivals to promote Slovenian wine

Accommodation• Houses of Tradition - chance to stay with local people & learn about the rich culture of Slovenia• Vineyard Cottages - explore the beautiful vineyards & witness the process of wine making

Adventure• Hot air balloon ride• Sky diving on lake Bled

For couples• Couples can get married at Bled island or in the hot air balloon over Lake Bled• Horse riding/horse carriage ride• Professional photographer service for couples as well as families who will cover entire trip & create a professional look movie

Other activities• Photography contests for tourist & exhibition of pictures captured by them in the gallery on official Slovenia website/fb page• Souvenirs/gifts for tourists: Car puppets/toys – bell shaped, sheep etc• Use of cycles & battery operated cars for sightseeing (promote low carbon)•Use of recyclable materials for bottles, food packing etc to reduce pollution by non-degradable materials

• Travelers will get an experience of a lifetime by visiting one of the greenest countries on earth

• Eco-tourism will educate travelers on sustainable living and how to enjoy the natural beauty of the environment through recreational activities

• Engaging activities like adventure sports, music/dance festivals etc will entertain them & they will enjoy the feeling of being a part of local activities & culture

• Visitors can gain health benefits due to pure air, calm environment, healthy food, spas etc

• Generation of buzz around the tourist attractions at Slovenia• Increased inflow of tourists

seeking natural beauty & health benefits• Scope for developing local

employment• Promoting local culture &

handicrafts• Strengthening brand

Slovenia• Promoting the use of

environment friendly means of transportation (cycles, battery operated vehicles) & thus promoting Slovenia as the planet friendly tourist spot

• Spreading awareness about preserving planet earth

• Creating awareness about advantages of greener & cleaner planet

• Use of pollution free vehicles like bicycles, battery operated vehicles will reduce the pollution levels & thus help in preserving mother nature

Benefits to StakeholdersTravelers Slovenia Earth