The second edition of the Via VINO destination project is starting, from which we can learn a valuable lesson


19. August 2022.

The award-winning eno-gastro manifestation of the Tourist Board of Zagreb County, after the exceptionally well-attended first edition in 2021, invites all wine lovers, gourmets and researchers to join them every weekend from August 27 to September 17 as part of the second edition of the destination project Via wine.

Via VINO is a unique event that brings together wine, gastronomic and cultural events through a series of attractive events throughout the Zagreb County. 

It is crucial to emphasize that it is not a one-day event - but four weekends over a month, i.e. a month-long campaign, with a lot of diverse high-quality events, all with the purpose of promoting the wine roads of Zagreb's green ring.

On the one hand, it is much easier to communicate and do promotion when it is about four weekends, because you are communicating one message, and on the other hand, you are constantly present through different communication that ties into the overall project. Also, you have an event from weekend to weekend, not a one-time event that also has a one-time effect. 

And the most important thing, the content is the reason for coming, and it is about excellent and different content and experience. And there is no better platform for direct placement and promotion of local winemakers, with which the whole story has many more dimensions. Also, since the Zagreb County is large and "irregularly shaped", in this way they managed to cover the entire county with one project, which is certainly a big challenge. 

In addition to the main communication Via VINARIA, additional events are planned to be organized every weekend: Via KINO, Via NOTE and Via ART.

Via vino pop up cinema and vino 2

Via vino 2022

Also, small details in the production, i.e. the arrangement of the space, make a big difference. Often these small things are an expense for the organizers, and they do not understand that arranging the space is an investment in order to make the overall experience on a higher level. For example, each table can have a small "tablecloth", flowers and candles, the space can have flags and decorative lighting... all this is an investment in the overall experience, which is crucial. 

This is exactly what they were thinking about at last year's Via vino, which generated free marketing for them, the most important one - word-of-mouth marketing and great photos of visitors on social networks. The thing when you turn visitors into ambassadors. 

"The film screenings are free for all visitors, and the Via VINO program is a continuation of the eno-gastronomic offer specific to each location. Thus, visitors will be able to taste different wines from acclaimed and award-winning winemakers, visit wine cellars and, at the end, if they wish, taste something from the gastronomic offer of each event.", announces Ivana Alilović, director of the Zagreb County Tourist Board.

With the project Via VINO from TZ Zagrebačka County, they want to continue creating an innovative tourist destination that will connect the cultural heritage through the wine roads along which they are located by combining services and offers from both sectors and their integration and substantively improve the overall tourist offer of the county.

The goal of this project, in addition to the above, is to increase income from tourism and contribute to increasing the competitiveness of Zagreb County through the multi-sector connection of tourism with other economic branches and to position Zagreb's green ring towards Zagreb as an ideal weekend destination.

Learn more about the project and the program on the project website


19. August 2022.