Shortly after my pilot article about countries rebranding on EX-YU area (which was about Macedonia), we do realised how much attention it caught in the public and we decided to move on with it. Today its Montenegrin turn to analysis. Exclusively for this purpose I digged into recent country branding history to find out more about systematic efforts that are taking place in order to promote Montenegro as one of its kind.
After re-establishing of independence in 2006. Montenegrin government putted significant efforts and dedicated remarkable funds in order to promote the Country as a tourist paradise in the wider region. Country decided to promote and address itself solely as a exclusive touristic venue without any particular effort to catch some of the investment into heavy industry or infrastructure for instance (until recently).
The official slogan is somewhat mystical further emphasizing dose of history and tradition. One does not have to be advertising guru to conclude that slogan “Wild Beauty” is definitely good decision since it is unique in marketing world. Furthermore, it intentionally and directly stresses two important features that are to be communicated to the public: positively wild on Adriatic coast and untouched beautiful countryside all over the country. This is only author’s assumption about original message to be conveyed. Listed down below are some of the promo videos.
Very useful web-site has been launched Montenegro.travel with abundance of actual and updated information regarding literally everything. Strong recommendation to visit it before traveling to Montenegro, regardless if it is summer, winter, autumn or spring.
On the other side, what Montenegro succeeded without some particularly high funding is that media giants like National Geographic, Travel Channel etc recorded numerous documentaries about state’s extraordinary coast and mountains beauty. As one once said: “Publicity can not cause any harm to you”. This is exactly what is happening for some years now. Montenegro was literally booming touristicly for some years when it got discovered by agencies, medias and high appreciated blogers. All these backed with a tailwind coming as a result of massive tourist’s “exodus” from Russia, Ukraine and wider Eastern Europe caused the numbers to skyrocket. Most important, this was made possible without massive investment in advertising and promo activities.
The area where Montenegro is dedicating considerable amount of money and efforst, is so-called congress-tourism. Even now the Country is on the global map in this respect, attracting all sorts of gatherings with a regional and global relevance. Do I have to mention the catchment area of simply mentioning the venue of OSCE gathering (for instance) in Budva, at 6 o’clock news on CNN? There we are. You have got the idea?
Furthermore, last year Serbian super-popular tennis player Novak Djoković got married at St. Stefan, exclusive peninsula for ultra reach homo sapiens, next to Budva. This news is of zero relevance to us ordinary mortals, but could you eventually guess how many media coverage it caused and how many heard in the news that day word “Montenegro”? Priceless.
Beside these super astonishing combination of different elements that helped Montenegro in promotion, I would have to underline poor and unsystematic approach in social media. Namely official Twitter account has only miserable 95 followers. When speaking about Facebook, situation is a bit brighter with slightly more than 40000 likes. YouTube channel is randomly pumped with 34 different in quality and length videos with only 411 subscribers. This has to be better, simply as that. Has to.
Pictures and videos are property of Montenegro.Travel