"Friday, as it should be" - excellent positioning of Istria

"Friday as it should be"

What great positioning and copy!

Friday is the day when we all ask ourselves: "Where are we going for the weekend?" If you are in Zagreb or any other part of Croatia, Istria almost always pops up as the first or at least one of the narrowest choices.

That's no accident. This is the result of long-term, strategic positioning and systematic brand building.

For over 10 years, Istria has been wisely putting together its image as a destination that lives and breathes all year round. Through a series of carefully designed events and manifestations, the region has become synonymous with quality, authenticity and supreme hedonism.

Days to Istria

Events such as Truffle Day, Teran, Adriatic squid, wine cellars, agritourism open doors, Istrian asparagus, extension of the wine&walk concept... Days of X in Istria through continuous improvement of the quality of events from year to year. Btw, many events are purely direct reasons for coming.

Motives that are strong and attract thousands of guests in the pre- and post-season. Some would say - the real tourist season.

That is why almost 90.000 overnight stays were realized in the Istrian County this year in the post-season (November, October and September). Quality, hedonism, the Istrian way of life are just some of the terms for Istria.

Istria - the first association for a weekend trip

Istria has successfully implemented a marketing positioning model where the destination is associated with key concepts: hedonism, authenticity and quality. These associations are not just words - they are the result of a carefully managed process, where every campaign, every event and every segment of communication works to strengthen the brand.

"Friday as it should be" perfectly depicts the result of this process - Istria is not just a destination, but a brand that offers guests a story, experience and quality in every season.

The slogan is not only excellent marketing copy, but the embodiment of Istria's position on the market - the first or among the right associations in the minds of everyone planning a weekend trip.