Uniline d.o.o. is the leading destination management company in Croatia and the region. It is highly specialized in the sports industry and has expertise and a vast network of partners for the implementation of various sports projects.
For this reason, together with the Croatian Tourist Board and the Croatian Olympic Committee, the Croatia – Land of Sport project was launched in 2018. The project primarily aims to present the Republic of Croatia worldwide as a sports and tourist destination.
This involves the gradual and systematic opening of new opportunities for a more intensive use of sports and accommodation infrastructure, as well as other resources for professional and recreational athletes of all ages, organizing sports tournaments, events, and other programs.
The main goal of the Croatia – Land of Sport project is to systematically and permanently mobilize the creative energy of all factors involved in the development of sports and tourism across all parts of Croatia, to create and provide an innovative product for the international sports market.
Significant progress in implementing the project was achieved in 2019 when the official project website with versions in Croatian and English, social media sites, and the newsletter system were created. After the pandemic period, in 2021, a separate website dedicated to sports and health tourism was developed. In this way, all relevant information was gathered and published in one place, and the commercial offer was consolidated and presented to the market through the development of a dedicated brand Health Republic.
This year, the focus has been on promoting and increasing the visibility of the project and informing the sports and general public about the project idea, as well as the goals and achievements. To increase the project’s visibility, PR activities were carried out on international and national web portals and in the press. To strengthen awareness of activities and the brand, an increase in website traffic and social media reach was planned through the implementation of integrated online campaigns. Additionally, content communicating the key drivers of the project, especially Croatian athletes’ successes, was prepared and published on Facebook and Instagram sites. Besides these activities, the full content of the official web portal was also translated into German and Italian to reach a much wider audience worldwide.
In 2022, the project was presented at all major sporting events attended by Uniline. Meetings were organized with global and European sports federations, as well as many national and foreign sports federations and a number of foreign clubs.
Given the importance of continuity and the ability to target specific markets, i.e., market segments related to promoting Croatia’s sports potential, selling sports and tourism service packages, and organizing sporting events, Uniline showcased the project at some of the most important tourism fairs in Europe and the region. Contacts were established with various partners, and discussions took place on completed activities and new projects for the following year.
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