How do you create mass awareness, talk-ability and direct customer engagement around Croatian National Tourist Board’s new ‘Full of Life’ campaign simultaneously in 11 European markets?
We staged a ‘Full of Life’ extravaganza on the River Thames, uniting media, celebrities and fans of Croatia for a show-stopping celebration of the nation’s culture, gastronomy and natural beauty.
Inspired by Croatia’s 1,244 islands, we created a bespoke Croatian ‘island’, completed with medieval turret, indigenous flowers and a traditional Croatian klapa band. By floating the island down the Thames, we were able to grab the media’s attention and generate huge talk-ability across social channels.
Eventually we moored the ‘Island of Life’ at Butlers Wharf, where it became the unique backdrop for two days of Croatian festivities including a VIP party and showcase for competition winners.
Celebrities including Naomie Harris – on the eve of the James Bond Spectre movie premiere – Adam Garcia, Louise Thompson, Olivia Inge, Wayne Hemmingway and West Ham Football Club’s Croatian manager, Slaven Bilić, enjoyed Croatian canapés and fine wines alongside Croatian Prime Minister Zoran Milanovic and Minister for Tourism Darko Lorencin.
In tribute to Croatia’s cutting-edge music festival scene, world-renowned DJ Norman Jay MBE fired up the tunes on the decks, whilst British street artist and Croatian festival favourite Inkie created a contemporary live artwork themed around filling your days with life.
Live tweeting during the event and a social wall encouraged visitors to tweet their experience. A competition ran on Facebook and Twitter supported by paid advertising and dark posts, with video footage from the event seeded online and a multi-media content package distributed in 10 markets. We also developed an online app allowing people across Europe to create their own works of Full of Life-inspired street art.