Excellent move: promotion of Croatia in Times Square in New York

What better place to position yourself than New York's iconic Times Square? Maybe a few more locations in the world, but when it comes to the American market, it is definitely a top premium location. An excellent positioning move and branding of our tourism on the American market, which is growing every year. 

Croatian Tourist Board (HTZ) and a global media conglomerate Paramount they began to implement joint marketing campaign for the purpose of better positioning Croatia as quality and attractive tourist destinations in the USA.

The main goal of the promotional activities, which include displays of beauty through a video clip on to CBS television the author Erica Olsen, Emmy winners and the promotion of Croatia on Times Square in New York, is to increase the visibility of the Croatian tourist offer so that as many Americans as possible choose Croatian destinations for their trips.

"The US market is our most important distant market from which we generate the largest tourist traffic. This is precisely why the implementation of targeted promotional activities is of strategic importance in the further development of Croatia's position as one of the most desirable foreign destinations for Americans. The activities that we will carry out on the most watched television channels in America, on the world's most famous market, and cooperation with a leading global media company such as Paramount, will certainly contribute to the achievement of the stated goals.", said the director of the Croatian National Tourist Board Kristjan Staničić, adding that last year we achieved almost 711 thousand arrivals and more than 2 million overnight stays by American tourists.

Activities within this campaign will be carried out until the end of April, and the expected reach includes more than 13 million impressions.

The collaboration between HTZ and Paramount includes, among other things, production Tailor-made attachment "Destination Travel" under the leadership of the mentioned Erica Olsen, i.e. the broadcast of that feature on CBS, which will give numerous American viewers an insight into all the beauties of Croatia as a tourist destination.

The campaign includes the broadcasting of short promotional spots on CBS television, as well as advertising on the Paramount streaming platform through targeted user targeting. The promotion will be further strengthened by the showing of promotional videos on the world's most famous square, Times Square u New York which is visited daily by about 360 thousand people.

"It is known that Americans are big "addicts" to television who spend an extremely large amount of time in front of small screens, and cooperation with one of the leading national television stations is an essential element of quality and comprehensive promotion of a tourist destination to the American market. An additional special feature is the promotion in New York's Times Square, square, which many rightly call "the center of the world". In addition, we believe that the current promotion on digital channels, numerous workshops with agents and business fairs will encourage Americans to make a decision to visit Croatia.", said the director of the Representation of the Croatian Tourist Board in the USA Leila Krešić-Jurić.

Otherwise, Paramount is a provider of media, production and streaming services, and among its most important brands are CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+ and Pluto TV. CBS, as a key part of the Paramount brand portfolio, has been the most watched TV channel in the US for 15 years in a row. It is available in 98 percent of American households, making it the channel with the largest reach in the US.

Let us add that last year, according to data from the eVisitor system, American tourists spent the most nights in Dubrovnik-Neretva and Split-Dalmatia counties and the city of Zagreb, while the most popular destinations were Dubrovnik, Split, Zagreb, Hvar, Rovinj and Zadar. .

Source and photo: Croatian National Tourist Board