Croatia to push ‘diverse’ tourism

The Croatian National Tourist Board is on the hunt for an agency to highlight the diversity of one of the fastest-growing destinations for UK holidaymakers. Its strategy is to position the country as a top destination for walking holidays, countryside vacations and wine and cuisine tours.

The CNTB has put its UK PR account up for pitch, after Brighter PR resigned the account in favour of working for Croatian tour operator Adriatic Holidays.

‘There’s more to Croatia than Dubrovnik and a beach holiday,’ said CNTB director Josip Lovic. ‘We want to encourage more people to go further off the beaten track and discover Croatia’s spectacular mountain coast.’

Cheaper flights to Croatia have made the destination popular for package holidays and, increasingly, for more ambitious British stag weekends.

But Lovic was keen to stress that the PR campaign should also focus on the culture and history of the country, emphasising CNTB’s promotional strapline ‘The Mediterranean as it once was’.

‘Croatia is not a cheap destination,’ he added.CNTB marketing manager Renata Dezeljin is handling the pitch, and has yet to compile a shortlist of agencies.

Brighter PR resigned the account over a conflict of interest with Adriatic Holidays, an account it won after a three-way pitch.

The agency has a remit to target sailing enthusiasts and to attract corporate clients. Brighter managing director Steve Dunne leads a three-strong team on the account, starting in February.

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