Adventurers
Woohoo
(excitement, adrenaline, sport, exploration)
Destination campaign
More Emotion
The primary objective is to position sailing in Croatia as a distinctive and authentic “signature experience”, one that creates added value through a meaningful connection to the country’s history, culture, and way of life.
Croatia offers one of the most diverse, authentic, and intimate sailing experiences in the Mediterranean. For this reason, the campaign is built around emotion, because emotion is what travelers remember the longest: the calm of early morning sailing, the joy of jumping into the sea, the thrill of exploring underwater, the hedonism of local cuisine, or the quiet moment when the wind fills the sails.
Client
Croatian National Tourist Board
Service
Creative concept and visual identity
The campaign presents sailing in Croatia through the lens of experience, not only what can be seen, but how it feels.
It tells a story of the sea as a space of freedom, discovery, and connection with nature, local culture, and oneself.
Emotion as an Exclamation
Different target audiences
For each of the four target groups, a distinct emotional signature is developed in the form of onomatopoeic exclamations, derived from the logo.
The typography of these exclamations visually “dances” across the imagery, creating the impression that emotion itself spreads through the scene, like waves moving across the surface of the sea.
Authentic Experiencers
Wooooooow
(awe, culture, history, natural heritage)
Luxury Pursuers
Mmmmmmmmm
(relaxation, joy, indulgement, stretching, drifting)
Rejuvenators
Ooooooh
(relaxation, escape, calm, wellness, carefreeness)
Recognisable across all touchpoints
