Digital campaign as an information and communication tool for tourist promotion during the corona crisis -an example of a media campaign of the Tourist Board of Međimurje County "Međimurje gives more" (original) (raw)

During the crisis caused by the COVID 19 virus, tourism as the fastest growing industry had the biggest losses. With a proactive approach, on the first day of easing measures 15.6.2020. Međimurje County, its tourist board, launched a media campaign to reduce losses in tourism. On the example of the promotional campaign of the Tourist Board of Međimurje County "Međimurje gives more" the paper discusses digital campaign as a tool for promoting destinations in times of crisis caused by the COVID 19 virus. The paper analyses a media campaign that was primarily aimed to potential domestic tourists. The achievements of the digital campaign were also analyzed using the case study method. Hypothesis H1 is set: a well-designed and well-run digital campaign can contribute to an increase in the number of arrivals and overnight stays regardless of the crisis caused by the COVID 19 virus. The aim of this paper is to research whether, regardless of the corona crisis, a digital campaign can affect the positive results in tourism.