HTZ announced a call for five models of joint advertising

The Croatian National Tourist Board (HTZ) has defined models of joint advertising with the public and private tourism sector as early as August, aiming for a higher quality preparation for the tourist year 2014, as announced today by HTZ.

This will enable the tourism sector to better prepare for the upcoming tourist season, given that they already have information available on the methods of joint advertising for the next season.

HTZ also announced a public call for five models of joint advertising today in the media, with the application deadline set until October 1, and the public call with complete documentation for application published on HTZ’s website.

HTZ emphasizes in the announcement that, with the desire to simplify procedures and improve the system, the number of joint advertising models has been reduced to five, in which the documentation requirements are simplified and the significance of individual counties is taken into account when distributing funds, measured by the number of overnight stays achieved in 2012.

In accordance with HTZ’s strategic marketing goal – increasing arrivals in the pre and post-season, 70 percent of the funds will be invested in activities for the pre and post-season, while 30 percent will relate to the main season.

Since HTZ’s second strategic marketing goal is to increase the number of arrivals in continental Croatia, funds will be continuously allocated throughout the year for this purpose.

HTZ also points out that they have defined new, improved models of joint advertising after consultations with all relevant national professional associations and the system of tourist boards.

“The new models are the result of the efforts of all involved in their development, and this is the first time that preparations for the next season are starting this early. Given that this year’s approach to their development is completely new, comprehensive, and fully aligned with our goals and tasks, we rightly expect positive benefits from the new improved and simplified models in 2014,” said the director of HTZ’s Main Office, Meri Matešić.

Model I refers to advertising by holders of accommodation offers in the private sector with the participation of the tourist board system, where HTZ participates with 25 percent of the advertising funds, and the tourist board system and/or the accommodation offer holder with 75 percent.

Model II refers to general advertising of the destination offer (general/image advertising conducted by the tourist board system and national professional associations in tourism for their members), where HTZ and the tourist board system each have a 50 percent share.

Model III refers to advertising organized travel programs by tour operators and travel agencies, consolidators in air charter transport, and consolidators of organized travel programs.

Compared to this year, a novelty is that partners are classified according to the significance of each partner for Croatian tourism, which will be determined by the type, characteristics, period, and dynamics of realization, as well as the planned volume of programs for Croatia for the next three years (2014, 2015, and 2016).

HTZ’s share in advertising under this model can be up to 50 percent, and the same maximum can apply to HTZ’s share for Model IV.

Model IV refers to advertising special programs of interest for specific destinations, which may include advertising programs for air, ferry/ship, railway, and bus transport of interest for the destination’s tourism, advertising organized winter and other programs by tour operators/travel agencies of special interest for the destination’s tourism, and advertising other programs of interest for the destination’s tourism.

Model V refers to advertising the continental offer, excluding the city of Zagreb (advertising commercial programs of the private sector, general/image advertising, and advertising organized trips with at least one overnight stay). For advertising commercial programs of the private sector and general/image advertising, the conditions will be the same as for other counties, but HTZ’s share of funds will be higher and will amount to up to 80 percent.

HTZ will continuously analyze the quality of conducted promotional campaigns across all models of advertising with the public and private sector and measure the profitability of investments in the entire project, aiming to achieve maximum returns on invested funds, the announcement concludes.