Valamar Riviera is Croatia’s leading tourism company, managing hotels, resorts and camping resorts along the Adriatic coast, in Istria, on the islands of Krk and Rab, in Makarska and Dubrovnik, as well as in Obertauern in Austria. In 34 hotels and resorts and 15 camping resorts, Valamar can accommodate around 58,000 guests every day. Valamar is one of the largest investors in tourism in Croatia and the region, and has so far invested more than €667 million in the growth and quality improvement of its tourism portfolio. The company’s strategy is based on the principle that investment in a high-value tourism offering, talent development, innovative services and destination development are the main drivers of long-term sustainable growth and development. As the largest and most attractive employer in tourism, Valamar puts its employees and its guests first.
Client
Valamar Riviera
Location
Glinkastraße 32, 10117 Berlin, Germany
Industry
Travel & leisure
Services
- Content strategy
- Public relations (PR)
Period
Jan 2018 – Dec 2019
Overview
Challenge
Our challenge in the PR work with Valamar was to bring the company’s high-quality tourism offering closer to a German audience. As Germany has a broad media landscape covering holidays and travel, we had to find a positioning strategy through which we could present the company’s special offers appealingly and make Valamar a real eye-catcher for everyone.
Solution
By localising the content of Valamar’s offers for the German market, we tied in with current topics and trends and accompanied them with regular media mailings to tourism, trade and lifestyle media. Through press trips and journalist invitations, we gave media representatives the opportunity to see things for themselves on site and share their experiences with readers. At the same time, by communicating new milestones and company news, we raised the perceived integrity and quality of the hotel group in Germany. In addition, we established contacts between company management and German media in order to bring the people and visions behind the tourism offering closer to the public and add a personal touch.
Impact
Through our holistic approach, we were able to place Valamar in media with many different readerships. Above all, by specifically approaching titles with high reach, we succeeded in familiarising a large group of potentially interested readers with the topic.