The Croatian National Tourist Board (CNTB) and Paramount, a global media conglomerate, have embarked on a joint marketing campaign. The aim is to position Croatia as a quality and attractive tourist destination in the United States of America (USA). The campaign showcases the unique experiences Croatia offers, such as the beauty of its landscapes and the richness of its culture. The promotional activities, including a video clip on CBS television by Emmy winner Erica Olsen and the promotion of Croatia in Times Square, New York, are designed to increase the visibility of Croatia's tourist offer. The ultimate goal is to inspire as many Americans as possible to choose Croatian destinations for their trips.
"The US market is of paramount importance to us, generating the largest long-haul tourist traffic. Implementing targeted promotional activities is a strategic move in further establishing Croatia as one of Americans' most desirable foreign destinations. The activities we will carry out on the most watched television channels in America, on the world's most famous square, and in collaboration with a leading global media company like Paramount will undoubtedly contribute to our goals", said Kristjan Staničić, director of the CNTB, adding that last year we recorded almost 711 thousand arrivals and over 2 million overnight stays from US tourists.
Campaign activities will continue until the end of April, and the expected reach includes more than 13 million impressions. The cooperation between the CNTB and Paramount includes, among other things, the production of the tailor-made feature "Destination Travel" under the leadership of 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 broadcasting short promotional spots on CBS television and advertising on the Paramount streaming platform through targeted user targeting. The promotion will be further strengthened by showing promotional videos on the world's most famous square, Times Square in New York, visited by around 360,000 people daily.
"It is known that Americans are television "addicts" who spend a significant 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. Another special feature is a promotion in New York Times Square, a square 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 exhibitions and tradeshows will encourage Americans to decide to visit Croatia", said the director of the Representation of the Croatian National Tourist Board in the USA, Leila Krešić-Jurić.
It is worth noting that, Paramount provides media, production, and streaming services. Its essential brands include CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+ and Pluto TV. CBS, a vital part of the Paramount brand portfolio, has been the most-watched TV channel in the US for 15 years. It is available in 98 percent of American households, making it the channel with the most extensive reach in the US.
Let us add that last year, according to data from the eVisitor system, American tourists spent most of their nights in the Dubrovnik-Neretva and Split-Dalmatia counties and the city of Zagreb. At the same time, the most popular destinations were Dubrovnik, Split, Zagreb, Hvar, Rovinj, and Zadar.
