Introduction The working title Living history combined the project of the Istrian County Tourist...

Introduction

The working title Living history combined the project of the Istrian County Tourist Board and the Istrian Tourism Development Agency, and was created with the aim of enriching the cultural offer of the peninsula, the resurgence of historical events, legends and myths on authentic locations.

The goal was to find the name and the slogan of the main project, create the visual identity and the market communication materials, but also a communication system for every single experience included in the project. 

Name & Slogan

The concept of the name Inspirit:

the word Inspirit comes from Latin (inspirio, inspirare, inspiratus sum) and means to inbreathe, to implant, to enthuse. In English the meaning is to revive, to wake up, to encourage, while in Croatian the word brings up associations with the word inspiration.

Istra Inspirit revives the spirits of Istria – an inspiration for every traveller that finds himself on this magic peninsula.

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Slogan: Putujte kroz vrijeme /

Travel through time

• The visual identity of Istra Inspirit interprets the symbol of Istria – the goat.

• With a new way of explaining and combining the old symbols an expressive logo was created. The colour palette is connected with the colours of the visual identity of Istria, blue and green. The goat placed in a human position on two feet expresses strength and pride thus evocating the rich history and tradition.

The Visual Identity

• The goat speaks to us as a story teller and time witness, traveler, adventurer, entertainer.

• The crown and the cape are heraldic symbols of noble dignity that emphasize the historical melting pot of nations and cultures on the Istrian magical peninsula.

• The two motifs together represent the theatrical element, which is the core of the project – theatrical representations of tradition, culture and history, myths and legends.

System of communications of all nine events/

experiences

Marketing Communications Mix:• Advertising • Direct Marketing• Personal Selling• Sales Promotion • Interactive Marketing• Public Relations • Events and Experiences

- Source: Philip Kotler and David Lane Keller, Marketing Management (Upper Saddle River, NJ: Pearson Prentice Hall, 2009), 473.

Advertising• Print ads & Banner ads• Brochures & leaflets (6 different languages)

• Posters• Web page (6 different languages)

• Social media (Facebook, Twitter, You Tube)

• Promotional gadgets (T-shirt, cups, umbrellas...)

& Inspirit bus & car

Print ad

Leaflets & brochure

Brochure

Posters

Web home page

T-shirt, car, bus

• Direct marketing • Newsletter B2C • Newsletter B2B

(travel agencies, tour operators, hotels, local Tourist boards in Istria, private accomodation owners & Croatian National Tourist Boards in the world)

• Brochure & leaflets distribution

(travel agencies, tour operators, hotels, local Tourist boards in Istria, private accomodation owners & distribution of the leaflets on the main squares of the towns)

• Sales Promotion Fairs in Croatia:

• Vinistra, Poreč• Weekend Media Festival, Rovinj• Fair of the Regions, Zagreb

Fairs abroad: • Fair of Tourism, Belgrade• Tourism & Leisure Fair, Vakantiebeurs Utrecht• RDA, 31.Tag der Bustouristik , Dortmund

• Interactive Marketing• Istra Inspirit develops an interactive communication

platform with its actual and potential customers (B2C & B2B) on social media platforms (Facebook) and during speeches and seminars held at the University of Pula – thus enabling them to participate in the process of building a brand's image.

• Personal Selling• Sales Meetings

(with the incoming agencies & tour operators, MICE segment travel agencies in Croatia and abroad)

• Sales Training (travel agencies, travel guides, hotel animators & guest relations managers & local tourist boards)

• Sales Presentations

(travel representatives from Austria in coop. with Austrian Croatian National Tourist Board)

• Public Relations• More than 150 PR articles (print/web) – national and local

media• Aproximatelly 50 TV and Radio presentations – national and

local media (i.e. Pazin, Bijeg iz kaštela, @HRT)• Cooperation with students of Culture & Tourism at the

University of Pula (speeches, seminars...)• Exhibition of the best Istra Inspirit photographs at the INK

(Istrian National Theatre) in Pula • Four prizes for creative & innovative programmes in Croatia

(CBTour / MRAK (Mreža za razvoj i kreativnost) / “Simply the best” - UHPA & Way to Croatia /Zlatna koza 2012 Capra d’oro 2012) & foreign nomination for the best cultural programme at FITUR – Tourism fair in Madrid (Spain).

PR article

• Events & Experiences• 9 experiences on 9 different locations in Istria (June –

September 2012)Crispo, MedulinOld Buzet, BuzetSpacio, RovinjMythical creatures of Istria, PulaIustitia, PorečMiners Republic, LabinThe Lighthouse of Love, SavudrijaJules Verne, PazinMare the Witch, Svetvinćenat

CORONATION OF ALL THE INSPIRITS with 400 performers,Istrian National Theatre, Pula

CORONATION OF ALL THE INSPIRITS, INK, Pula

Web: http://www.istrainspirit.hr/en

Facebook:https://www.facebook.com/istrainspirit

You tube:http://www.youtube.com/user/istrainspirit

Istra Inspirit 9 doživljajaPula, Mitska bićaMedulin, Crispo 1.Rovinj, SpacioSavičenta, Vještica

Mare

Poreč, IusticiaSavudrija, Svjetionik ljubaviPazin, Bijeg iz kaštelaBuzet, Buzet po starinskiLabin, Rudarska republika